Exclusive | It's the trust, between me and my team: Discovery's Rahul Johri

Discovery Netwroks India It is a non-fiction network in a market where more than half of all TV viewing is general entertainment. The rest is, largely, movies, cricket and news. More importantly India is not yet a robust pay TV market; so it has to depend on advertising revenues. It is the The India arm of the US-based $3.77-billion Discovery Communications Its flagship Discovery Channel is India’s biggest non-fiction entertainment channel beating several Hindi and English movie and news channels. Add Animal Planet, Discovery Turbo and others and the network offers 10 channels.

Discovery Networks had an early mover advantage in the infotainment genre as it launched its channel in India way back in 1995. The company today operates eight channels with multiple-language feeds.

With regard to prospects thea channel has  a dynamic portfolio in varied genres, including Animal Planet (wildlife channel), TLC (lifestyle), Discovery Science (Science), Discovery Turbo (youth featuring programmes on everything motored), Discovery HD World (high definition channel), Discovery Channel Tamil (separate feed) and recently Discovery Kids. We believe this is the best time to be in India.

The footprint of his responsibility is huge and very challenging. Rahul Johri, Senior Vice President and General Manager, South Asia at Discovery Networks Asia-Pacific, leads his network’s South Asia operations and is responsible for driving the company’s growth in the region which includes India, Pakistan, Sri Lanka, Bangladesh, Maldives, Bhutan and Nepal.

He is responsible for revenue generation, portfolio expansion, affiliate partnerships, networks’ viewership, content creation and talent management. In 2010, he led Discovery Channel to become India’s No.1 channel in non-fiction entertainment. He cemented TLC as India’s favourite lifestyle channel and energized Animal Planet within the advertising community.

Johri has over 18 years of media industry experience across various verticals including news channels, magazines and print dailies. He has been actively involved in the launch of many of India’s leading media brands including Aaj Tak, Outlook and HT City. Prior to joining Discovery, he was the General Manager – Sales of IMG India.

Adgully spoke to Rahul Johri Senior Vice President & General Manager – South Asia Discovery Networks Asia Pacific on the different aspects of the channel, digitization their visions for the coming year and much more. Following are the excerpts of the conversation.

Adgully: Having won the media professional of the year award, what have your thoughts been on winning this award?

Rahul Johri: This award is a recognition of the excellence of my team who have contributed significantly in my journey to build Discovery as one of the most respected networks in South Asia.

AG: You attribute your success to your team and their joint efforts in building Discovery as one of the most respected networks in South Asia. Could you give your comments on this?

RJ: I am fortunate to be supported by a strong corporate management team and exceptional creative leadership at the company’s domestic and international networks, which allow me to explore, develop and implement ideas with much affinity.

AG: Could you share your views on digitisation and what opportunities does it open up for the group?

RJ: Digitisation will be a big game changer for the television industry. It will not only multiply channel choice but also enhance television’s utility to the consumer through interactive entertainment, education and communication services.
At Discovery, we anticipated this transformation a few years ago. We have been preparing for this new environment. In the last few years, Discovery has increased its channel portfolio in India from three to eight networks and from two to five languages, triggering a new and robust category in the industry of unique content channels. Discovery Networks pioneered new genres with the launch of Discovery Science, Discovery Turbo, Discovery HD World, Discovery Tamil, and most recently Discovery Kids. We proved that the viewers, when offered choice, will prefer well-defined and high-quality content. The rest of the industry has also responded to this consumer trend by launching various multiple channels across categories. All these channels have found distinct viewer groups. The major networks have introduced new programming genres and new formats. 

AG: How did the channel cope up given the fact that the year gone by has been a tough one?

RJ: The year 2012 was a significant and exciting year for the non-fiction media. There was an enhanced demand for unique content channels which is only expected to further accelerate. Discovery Channel continued to be the leader in the non-fiction genre presenting unparalleled content in multiple languages. India’s favourite lifestyle channel TLC brought refreshing experiences to television from India and around the world. Animal Planet is ideally poised to benefit from the digitisation. The company’s has made a significant move in launching the Hindi feed for Discovery Science. Discovery Channel Tamil firmly established its place amongst the Tamil speaking audience. Discovery Turbo attracted loyal viewership throughout the year and set a new trend for the industry. Our high-definition offering, Discovery HD World continues to attract viewers and advertisers alike with its breathtaking content. And our latest and 8th network Discovery Kids has ignited the imagination of millions of kids in India.

AG: What according to you is the channel’s vision for year 2013? 

RJ: 2013 will be the year of non-fiction genre. It will base the future roadmap of Discovery Channel and will bring in higher value for all our differentiated channels such as TLC and Animal Planet. It will also be a critical year Discovery Kids which will propel a shift in the genre’s behavior and content offering. 

AG: With the year end in sight how would you view the year gone by?

RJ: Discovery currently offers a strong and vibrant portfolio of eight unique content channels in India. Our strategy has been to maintain leadership and invest in content, promotion and distribution of all our networks. In 2012, we expanded our business on all parameters: new channels, new language feeds, path breaking India productions, availability across analogue and digital households, impetus to ad sales and high-decibel marketing. 

AG: Could you also share some interesting aspects with regards to your personal journey?

RJ: I am thrilled to be a part of Discovery which endeavours to touch lives of millions in this world. There has never been a dull day at Discovery which keeps me motivated. It has enhanced my personality to think creatively, innovatively and bring the best to our viewers.

AG: Your recent initiative, the launch of the game changing channel in the kids genre Discovery Kids, has received industry wide applaud. Could you tell us more about this initiative?

RJ: I am excited about the launch of Discovery Kids in 2012, which marks the company’s foray into kids’ genre in India. Over 370 million kids under the age of 14 are discerning and demand variety, new concepts and characters. The channel offers a distinctive blend of learning and entertainment and provides a safe environment that parents can trust.

AG: Your positive spirit and tenacity is responsible for making you what you are today. How important is this spirit in today’s scenario?

RJ: I believe it is the trust and confidence that exists between me and my team is the foundation of our relationship and helps me ensures effective decision making.

AG: Given the huge responsibility you have shouldered while with Discovery channel what do you feel were the challenges you faced during your association with the channel? 

RJ: No business or role is without challenges. Overcoming these challenges in the last 11 years, often unpredictable is what keeps me going for more.  I am a custodian of the all eight networks and operate as the company’s Chief Curiosity Officer in the South Asia region.

Launch of new channels, different language feeds, distinctive programming and new productions, distribution of brands; they all brought in unique set of challenges and opportunities in this significant journey.

AG: Going forward would you invest in Indian content?

RJ: Presenting contemporary India has always been a strategic part of Discovery’s overall content strategy. Throughout the year, we continued to bring India-centric programmes across our channels, like Discovery Channel premiered Inside Indian Television and Revealed: The Making of Ra.One. TLC brought lifestyle series like Oh My Gold!, Be Blunt with Adhuna Akhtar and What Not To Wear: India. On Discovery Turbo we presented Khardung- La – Race Car Extreme along with Red Bull offering an imaginable experience to viewers in India.  There were exciting programming initiatives likeYeh Mera India and Where Tigers Rule on Animal Planet.