The rebranding bug has hit the lifestyle entertainment channel segment too as the race to provide trendier, bolder channels with new faces, new genres and new places goes on. Discovery Travel and Living, with more than 60% market share in the same category, has been rebranded with a new name – TLC! Rahul Johri, Senior VP & General Manager, India, Discovery Networks Asia-Pacific said, “TLC marks the beginning of a refreshing journey. It will add a new dimension to lifestyle programming by introducing innovative formats, spunkier hosts and swankier locales.” TLC will come up with new offerings which include ‘Shimmy’ and ‘Exxtreme Sommer’ and will also extend seasons of the already popular ‘World Cafe: Middle East’, Vir Sanghvi’s ‘Asian Diary’ & ‘Living with a Superstar-Shahrukh Khan’. While the exercise is a radical attempt at fortifying gained ground, it would also go a long way in adding newer viewers. On the whole, the rebranding and reprogramming will be initiated from September 1, 2010.Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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