NEW DELHI: US-based Discovery Communications Inc expects India to become one of its top 10 markets globally in the next decade as it takes steps to cater to mass viewing segment including sports.As TV viewership undergoes a change in India with the advent of digital technology, the company is adopting a hybrid strategy of expanding in traditional segment as well as a preparing platform to tap on-the-go content consumers. "If you look at pure number's prospective then I would love India to be among top 10 markets for Discovery globally. "When we think of sports, there are enough of underserved popular sports that are not being shown on television in India at present. "Elaborating on the way forward, Bajaj said the focus will be on both traditional viewing and digital. "In next 5 -10 years, we would have a completely blended ecosystem," he said.In the long run, Bastings said Discovery Communications may also introduce live sports broadcast platform similar to Eurosport Player in the Indian market.Discovery Communications India currently operates 12 channels -- Discovery Channel, TLC, Animal Planet, Discovery HD World, Discovery Science, Discovery Turbo, Discovery Kids, Investigation Discovery (ID), Animal Planet HD World, TLC HD World, Discovery Tamil and a sports channel DSPORT.

Source: Economic Times June 11, 2017 06:22 UTC