Discovery Networks India, on Wednesday unveiled its new channel 'Discovery Travel and Living', the country's first 24-hour international lifestyle channel.
Offering a mix of programming on travel, cuisine, design, decor and fashion, the channel brings home international style and luxury to viewers with a taste for good life, according to Pankaj Saxena, vice president, programming.
The launch of the channel in India marks the debut of Discovery Lifestyle Networks, a global business initiative announced by the company earlier this year.
"While Discovery is a channel on facts, this channel is based on lifestyle. The positioning of both the channels is different and will not compete with each other", he said. The channel brings the expertise and credibility brand of Discovery to the lifestyle genre.
"It's target audience is those who enjoy lifestyle with special emphasis on the urban upwardly mobile class in the 18-45 age group", he added. "The channel has been based on research conducted across the globe and on the aspirational level of people.
More and more people now want more out of life and are ready to explore fresh avenues and tap them, he said adding that the channel's brand line was "Get a Life".
The range of programmes include 'Planet Food', (a culinary journey around the world along with tips on mouthwatering recipes and lessons on food etiquette with model Padma Lakshmi), 'Date Patrol', (based on honing of dating skills) and 'Other People's Houses', (a programme on inspirational styles and aesthetically done up houses).