Popular cable TV operator Discovery Networks Asia has come a long way since the Discovery Channel was first beamed into Asian households in 1994.
At the time the fledgling network was operating out of a small office in Hong Kong with a full-time staff of six. It had one feed and its programs were available only in English and were distributed to only six Asian countries. Subscribers numbered a mere 70,000.
In the decade since its inception, the network has burgeoned into one of the most popular in Asia. It now boasts more than 180 million subscribers in 22 countries and territories throughout Asia, excluding India, and its programs are available in eight languages.
"The network has changed enormously over the past decade and now Discovery is a strong brand in Asia. We've diversified from the original format of predominantly wildlife-orientated programs and now gear our programs to suit specific local audiences," said Discovery Networks Asia Executive Vice President and Managing Director Neville Meijers.
A division of US-based Discovery Communication, the Discovery Channel was launched in the US by John Hendricks in 1985 and was the first cable network dedicated solely to broadcasting documentaries and educational programming.
Working in conjunction with its shareholders -- Liberty Media Corporation, Cox Communications and Advance Newhouse -- Hendricks' original network has blossomed. It currently incorporates and operates six networks worldwide -- Animal Planet, Discovery Health, Discovery Travel & Adventure, Discovery Science, Discovery H & L as well as the initial Discovery Channel itself.
The network is continuing to grow on a global scale, but it is in Asia where company executives, such as Meijers, believe the future of the network lays. They believe that the continent is one of it strongest markets and one that Discovery aims to continue to exploit by tapping into the increasingly popular and lucrative market where localization pays huge dividends.
Even though it will be a long time before China's populace has full access to the network's programs, Discovery Channel has already built a large following there. Broadcast for one hour on a daily basis by 25 local cable companies across China, Discovery has already attracted up to 60 million viewers.
According to a recent report, revenues from Asia account for nearly 30 percent of the network's total international sales. Insiders expect this to reach 50 percent within five years, depending, of course, on the speed and willingness of governments and their respective broadcast regulators to open their airwaves to digital TV.
"Digital offers huge benefits for both us and the viewers. We've been able to broadcast and develop three new channels, as well as switching from mono to stereo in the areas which have digital capability," Meijers said. "As the demand for digital television grows, so will our ability to localize and enhance our broadcasts throughout Asia."
Already available in Malaysia, Thailand and Hong Kong and with broadcast systems in Korea, Japan and Singapore set to follow sometime in the near future, Discovery's move to the digital format has already proven hugely popular. Viewing figures have increased and the network has been able to design both its programs and programming schedules to meet the specific demands of its viewers.
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