Discovery Networks Asia Pacific and mobile video entertainment provider Apalya Technologies have tied up to provide the entire portfolio of Discovery’s television channels that are available in India on Apalya’s mobile TV platform.
There are five Discovery Network channels running in India. These are Discovery Channel, TLC, Animal Planet, Discovery Turbo, and Discovery Science, all of which will now be available on mobile phones.
To access these Discovery Network channels, mobile phones will need to have a mobile TV app. Users who have GPRS enabled phones can download the application from their services providers’ mobile WAP sites.
For Discovery Network, which is the most popular non-fiction video entertainment provider in the country, this deal will mean that the company will be able to expand its reach by becoming available to a new set of viewers such as people on the move, or those who don’t have TVs and so forth.
Also, the Discovery channels will have to be subscribed to and at least part of the money will go to the television network. Tariff rates will range from about Rs. 7 for one day to Rs. 150 per month. There will also be a weekly subscription package. These new channels will be available to customers of most major operators such as Idea Cellular, Vodafone, Bharti Airtel, Aircel, BSNL, MTNL, Reliance Communications, Tata Docomo, Tata Indicom, Tata Photon Plus, Virgin VFlash and Reliance Net Connect.
Rahul Johri, who is the senior vice president and general manager of Discovery Networks Asia Pacific in India said, “Discovery continuously endeavors to evolve, and we strive to showcase our unique and compelling content through the most innovative and diverse platforms. This tie-up to broadcast our channels on mobile TV is yet another step forward in the direction of leveraging new technologies to create additional touch points for our current and prospective viewers, who can now enjoy their favorite programs on the go.”
And the founder and chief executive officer of Apalya Technologies, Vamshi Reddy, said, “We are pleased to partner with Discovery Networks. This partnership underscores Apalya’s commitment in bringing rich and differentiated TV content to mobile users across India. With its content going live on mobile, I am sure Discovery Networks will gain unprecedented reach and popularity.”