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Update: Discovery kids channel coming soon on all DTH
Factual entertainment network Discovery has launched in India its kids channel, Discovery Kids, to fight in a genre that is struggling to push up revenues amidst strong competition.

Discovery's eighth channel in India will be in three languages – English, Hindi, and Tamil. Discovery Kids is priced at Rs 13.75 in analogue and a little over Rs 6 in digital.

Discovery General Manager (South Asia) Rahul Johri said that the channel was aimed at children between 4 and 11 years from amongst the 370 million children under 14 years of age.
Johri said research had shown parents wanted a kids channel that had programming they could trust. Hence, the tagline ‘Ignite your imagination’.

Johri told that the channel is presently available only on Videocon D2H and Dish TV among the DTH platforms, but will shortly be available on other platforms too.

While pointing out that the channel will not take advertising immediately but will do so within a month or so, he did not agree that there was a slowdown in advertising. “In any case, we are here for a long haul”, he added. He felt that experience from the other Discovery channels had shown that it was a healthy market.

Johri said that the channel would use all its usual methods for advertising the new channel, not only on its own channels but on others as well. However, he refused to divulge any figures about the advertising budget.

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