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Discovery Channel eyes south India

BS Corporate Bureau

Discovery Channel has added a Tamil-language broadcasting also to its portfolio following the success of 24-hour English- and Hindi-language feeds.

The move, says the company, is in line with its global strategy of being accessible to the largest number of people by showcasing content in region-specific languages.

The Tamil-language broadcast will be available in the family time-band from 2000 IST to 2200 IST, Monday to Friday, with repeat telecast from 1000 IST to 1200 noon.

The company said the entry into Tamil Nadu is because of the state's largest number of cable and satellite television viewers in the south.

The channel intends to diversify into more regional languages in the region. Its long-term plan in Tamil Nadu is for a 24-hour programming.

The channel will air real-life and factual entertainment programmes based on theme nights - history on Monday, science on Tuesday, forensics on Wednesday, health on Thursday, and special premieres on Friday.

"The relevance and quality of the content will be maintained by using colloquial and viewer-friendly terms and phrases," a company release said.

Deepak Shourie, managing director, Discovery Communications India, said: "Discovery in Hindi has achieved an enormous jump in viewership for the channel in regions where Hindi is predominant.

"With Tamil, we hope to capture a large Tamil-speaking viewer base to the channel and expanding viewership in south India."

Currently, Discovery Channel is available in 33 languages worldwide.

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