CHENNAI: With demand for vernacular language programmes increasing, Discovery Networks has launched their first ever regional language channel, Discovery Channel Tamil.
A dedicated 24-hour channel in Tamil, it targets the Tamil Speaking viewers in the state and all over the country. This is the networks’ seventh channel in India, and was launched on August 1. It is expected to reach 5 million to 10 million homes by August 15.
Speaking to Express, Rajiv Bakshi, Vice-President-Marketing, South Asia, Discovery Networks Asia-Pacific, said that a lot of research had been done before the launch of this channel. “About a year ago, we made Tamil available as a language option for Discovery Channel. By tracking viewership and taking viewer feedback, we saw that viewership went up by 700-800 per cent,” he said.
Rajiv adds, “Feedback was taken from cities like Tiruchy, Erode, Madurai and Coimbatore. Since language is part of the core identity of people of TN, we appreciate that and reciprocate.” Given the fact that more people in the state want to watch informative programmes about wildlife and technology beyond their own backyard, he says that the channel would give relevant and customised programming.
Shows like Monsters inside Me, Swamp Brothers, Rising: Rebuilding Ground Zero and Man, Woman, Wild are on the programming list, in addition to state based programmes like The lost temples of India and Thaipusam. Although there will not be any children-specific programming, all the shows will be family friendly.
The channel has used a number of quality dubbing artists to provide the voiceovers for the various shows. Rajiv says, “It cannot be a textbook narration. Word selection, tone and diction are very important. The dubbing artists are given training every three months. They also go through a stringent quality check process in both Tamil Nadu and Singapore.”