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Discovery Communication Inc

DISCOVERY
by

Kayie Tsang

on 17 December 2013

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Transcript of Discovery Communication Inc

AFRICA
Abril
BackgroundIntroduction
The World's #1 Nonfiction Media Company
Elaine Ye Liyin
Taylor Liu Tong
Kayie Zeng Yingru
Mandy Guo Wenting
Vicky Feng Gai
Kristy Guo Weilin

Industry
Environment
Analysis

Marketing
Strategy

Conclusion
The World Is Just Awesome!
Promising Signs in Non-fiction Entertainment Media Industry

Market Environment

PEST Analysis

Export/Import
Intellectual Property System
Universal Copyright Convention

Competitors
Public Channels
National Geographic
Along with an innate sense of curiosity, it is one of the defining characteristics we share as human beings, across borders and languages around the globe.


Sociocultural

OTT
HD
3D Animation
Satellite

OTT (over the top content)

3D Animation

Satellite

HD

Discovery:
-The World is Just Awesome


National Geographic:
-Live Curious
-Think again
-Dare to Explore
-This is Who We Are

Slogan

Quantity
-Discovery:76 programs
-National Geo:56 programs

Feature
-Discovery:Entertaining
-National Geo:Professional



Content

Discovery: Discovery Communications Inc.

National Geographic International:
Fox 50%

Owners

Subscription

The World’s #1 Nonfiction Media Company
Competitors
Competitors
Discovery
National Geographic
155 worldwide television networks

dedicated to satisfying curiosity

American

Discovery Channel TLC Animal Planet

#1 nonfiction media company

global mass media & entertainment company

Chairman and Founder John Hendricks in 1982:

Mission & Vision

2.diversified portfolio of websites :
develop and sell curriculum-based education products and services

1.global portfolio of networks: prominent television brands

Main Portfolios (product)

Corporate Structure
Headquarters

Mid-90s,
developed several new networks

1985,
started out with just a single channel
launch of Discovery HD Theater

2002,
go into high-definition television

Mid-20s, the networks evolved into separate entities

2008,
publicly traded on the NASDAQ stock exchange


Nowadays,
a fully public company and
trades on the NASDAQ stock market

Global Operations
Segmentation
Segmentation
Positioning
Targeting
STP
children ages 2-11 and families

adults 25-54

18-54, particularly women

adults 25-54, particularly men

Psychological Segmentation
Life Long Learner
Those who are curious about the unknown and the world
Different targeting groups with different types of products.
Leader of nonfiction
media company,
providing high quality
educational entertainment programms
SWOT
Strengths
Weaknesses
Opportunities
Threats
Market Leader

Unparalleled distribution platform across the globe in over 200 countries and terrorists and in over 40 languages
Limited impact worldwide
Limited targeted audience to develop
Conflict of interest with some director
Change in people's pursuit
pure entertainment to spiritual development
A few educational programs on cable TV
More open policy
More matural technology
Product and service expansion
Competition with other TVs and platforms as well as free channels
Threat from substitutes
Legal restriction
4P
Product
Promotion
Price
P
olitical
S
ocial
T
echnological
Product
Promotion
Price
Place
Discovery Networks U. S.
Discovery Networks International
Discovery Commerce
Discovery Education

Four subsidiary companies

Three levels of product

Core Product
The benefit of products that makes it valuable to you
Knowledge
Entertainment
Fulfillment of curiosity

Tangible and physical product
TV program channels
Networks U.S.
Networks International
Educational services

Actual Product
Discovery Networks U. S.

42 international TV brands
45 languages
238 distribution feeds
Localization strategy
Asia-Pacific
Portraits in Taiwan
History of Singapore

Discovery Networks International (DNI)

Leading provider of educational
products and services to school
Interactive digital textbooks
Digital media services
Comprehensive professional development
Assessment Services
Virtual Experiences
Learning Communities

Educational Services

the non-physical part of the product, usually consists of lots of add value, for which you may or may not pay a premium

Augmented products

Magazine

Augmented products

Discovery Channel Magazine

Discovery Channel Magazine (Chinese version)

Online store
Augmented products

Social Media

Augmented Product

Mobile Apps
Augmented Product

Online
Offline
Official website
Facebook
Twitter
Weibo
Official Website
Facebook
Twitter

Weibo
Program Promotion
Public Relation Campaign
Advertising
July 17, 1987
Weeklong series of feature TV program held annually in July or August
Longest programming event
Over 72 countries
In 2012, 25th anniversary of Shark Week, Volkswagen Beetle
Raise awareness and respect

Program Promotion – ‘Shark Week’

Give back to our society

Leverage the power of the company’s brands and reputation

Mission: satisfy curiosity + make a difference

Public Relation Campaign

Discover Your Impact Day
An annual day of global volunteerism
To offer creative services to nonprofit organizations and disaster-relief efforts

Discover Your Skills
A multimedia public affairs campaign
To provide unemployed and underemployed Americans with access to critical resources for obtaining marketable job skills

Public Relation Campaign

Promotion - Advertising

Discovery Times Square
(DTS)
First large-scale exhibition center
Singapore

The U.S.

The UK

Every Pay-tv market
Middle to high class and well-educated people
The negotiation in the agreements with strategic third-party merchandising partnerships
Programming Package

Price

Hong Kong

Taiwan

Price
Place/Distribution
Networks U.S. & International
56 international offices
Regional headquarters in 6 continents

Distribution

1st approach

Macau

Taiwan

Hong Kong

Indonesia

Malaysia

Singapore

Philippines

Vietnam

Thailand

Partly through
bulk content arrangements
other subscription services for episodic content.

2nd approach

China

Why Discovery Communications is so successful?

Facing some competitions, Discovery Communications can still maintain the leadership in non-fiction media field and keep expansion on a global scale.

Conclusion
What can we learn from?

Non-fiction entertainment media industry has good prospect and the demand of non-fiction channel and service will increase.

Marketing
Strategy

Threat of social media, especially Youtube
History&Development
in Silver Spring, Maryland, U.S.
celebrate Discovery Channel's Shark Week
Diversified offerings and programs for attracting target audience
Leading technology in media indutry
Large subscriber basis
Talents to create and acquire innovative content
Strong partnership

Discovery Networks U.S.

Operates 14 channels
Websites related to channel&new media businesses
Discovery Networks
International
Offers a portfolio of channels
Separate feeds in different languages
Discovery Commerce

Operates electronic commerce business& licensing business
Discovery Education
Offers educational video material
Into schools via the internet
14 channels---portfolio of brands
881 million cumulative subscribers
Discovery Channel + TLC + Animal Planet: 293 million household


Focused & Diversified
Focus on the field of non-fiction programs but also involving all aspects of life in the content
High Quality
Emphasize the quality of the content and provide high-quality channels and services continuously
Globalize & Localize
Its ‘think global act local’ strategy help it enhance influence and popularity worldwide
Historical Revenues
$3307
$3387
$3706
$4168
$4487
As reported July 30, 2013
E
conomic
Dow Jones Industries Average Index
ACT LOCALLY!
Fulfilled Needs
Knows the need of audience well which is dedicated to satisfying curiosity through worldwide networks
Mainly through
Full transcript