The Discovery Channel: Discovery Networks Asia

Seven entertainment brands, ten languages, eleven offices around the region, twenty one network feeds, thirty-two countries and territories, four hundred and fifty-four million cumulative subscribers, five hundred hours of local production.

The Senior Vice president and general manager for Southeast Asia, Kevin Dickie, overseas all aspects of the region's operations for Discovery Network's range of programming. Discovery channel, Animal Planet, Discovery Travel & Living, Discovery Science, Discovery Home & Health, Discovery Real Time, and Discovery HD make up the collection of brands under Discovery Networks Asia.

Discovery Channel was launched in Asia in 1994 and remains the flagship channel in Discovery Networks Asia-Pacific's portfolio. Devoted to creating the most dynamic networks on television, words like integrity and passion stand out amongst their brand image. Kevin assures me that the 'credible insider' brand focus resonates throughout their work philosophy, at their head office in Singapore.

Kevin's belief that no company can ever stop growing it's brand awareness seems to have deeply affected his perspective on their viewership. Deeply concerned that some viewers consider the documentary channel as generic, voices his opinion on the matter.

"People consider us a channel populated with line documentaries, but that is simply not the case. There are so many ways to tell a story and even more ways to address them."

More intriguing is the way in which Discovery has built its brand image over the years. From its onset discovery has yearned to satisfy "an innate curiosity," which rests in the hearts of their audience. From its initiation some, 25 years ago, the brand guarantee their audiences, stand alone, non-fiction TV shows and entertainment.

Some of the franchises which the Discovery Channel help raise and endorse, Anthony Bourdain's no reservations, Survivor man, Bone detectives, Myth Busters are prime examples of some of the programming. Kevin feels these shows are very much a part of who they are today and transcends the brand promise that was already evident 25 years ago.

The work process - all in the name of branding!

The workflow at Discovery Asia in Singapore was formulated, and has evolved into a process by which to create content that is both recognizable and of the "Credible Insider" variety.

"The credible insider is a responsibility." Proclaims the senior vice president at Discovery Asia.

When speaking of recognizable content all Kevin is really implying is that the brand image has always been clear. He mentions a name, John Hendricks, the founder of the Discovery communications handle.

"A man pitched an idea for a twenty-four hour documentary channel some many years ago, only to be laughed at. I can just imagine potential investors kicking themselves, considering the value of the company today. The brand image and brand promise really stems from that." Says Dickie

Discovery Asia celebrates everything positive the world has to offer. They are a brand that rejoices in the many wondrous aspects of the world around us.

From here there are typically two ways by which the discovery channel team create content for their various channels.

1) The programming pipeline.

The starting point is to identify the needs of the audience. There are certain questions that need to be asked before hiring a filmmaker to take a job. How to get enough natural history? Have they got enough popular science? How to get more engineering programs? How can we get enough Southeast Asia focused content? Is the filmmaker able to answer any of these questions? Talking to outside producers, then they have a conversation about the vision of what they are trying to do is the general process. If it doesn't work then they move forward and look again, through their stable of frequent filmmakers to address some of these branding issues.

2) A co production

This comes from somebody with an idea, which they will then, present to the company. If it is decided that they will move forward with the project then they are acknowledging that the program will satisfy certain criteria. This usually means that the project has a new and innovative way of telling a story. Part of the financing comes from the company and part of it will come from the production company, of whom they are working. Discovery would typically hold 100% rights to the content.

Brand Image

Shedding some light on the quandary of how they are perceived, "We are more widely watched then ESPN" says Kevin Dickie

The initiative has always been to build an affinity to the brand name. Much like ESPN, Discovery is known for the wide range of their coverage. Also when pitting them against the likes of the alternative means of entertainment, TV heavyweights, such as CSI and 24 Kevin Dickie had this to say.

"We may be beaten on a one on one basis with TV shows such as CSI or 24, but with their kind of model it is next to impossible to build a brand. Discovery Communications is the number 1 media brand in the world, reaching more then 1.5 billion cumulative subscribers in over 170 countries."

Regardless of these so-called "areas of concern" discovery still seems to be on top of the documentary food chain.

"I dare say this, every other player is a follower of the Discovery brand." Says Kevin Dickie

The promise is the same as it was at the inception of Discovery Asia in 1994. Enlightening and entertaining, the formats have changed but only for the better. In terms of visual identity, the channel has evolved. The product itself has evolved even the business models have evolved beyond recognition. But what staystrue are the things they promise their viewership. Telling great stories and with increasingly profound formatting ideas, Discovery Asia guarantees to be Asia-Pacific's leading pay TV Network for years to come.

As 2009 marks Discovery's 15^th anniversary in the region, they are going to be broadcasting a wide range of passion projects. Starting 15^th July Discovery is going to implement their initiative to broaden the brand awareness in the Southeast Asia region. So, be sure to engage in their new line of programming.