Brand Trust Report 2012 ranks Discovery ,TLC amongst the top 5 most trusted Indian television brands

New Delhi:Discovery Network Asia Pacific’s two flagship channels in India – Discovery Channel and TLC have been ranked amongst the top 5 most trusted television brands in India by The Brand Trust Report 2012.

Discovery channel has been ranked 3rd, ahead of all the Hindi General Entertainment and Sports Channels in the country. TLC has been ranked 5th, ahead of all Lifestyle, English Entertainment, English News and English Movie Channels.

Rahul Johri, Senior Vice President and General Manager, Discovery Networks Asia-Pacific, South Asia said, “This recognition by the Brand Trust Report 2012 is a reflection of our strategy to entertain viewers across India with the highest quality and differentiated non-fiction programming like Curiosity, Man Woman Wild and Swamp Brothers. We are extremely grateful to our viewers for this acknowledgment. We would like to take this endorsement as a source of encouragement for our future endeavours in creating new genres, trends and programme formats that resonate with the Indian audience.”

Discovery Channel, India’s leading non-fiction channel, entertains viewers in multiple languages with a range of programming across genres including natural history, survival, technology, engineering, wildlife and India. TLC, India’s favourite lifestyle channel, since its launch in 2004 presents refreshing entertainment on travel, food, fashion, luxury, wellness and many other exciting lifestyle trends.

Commenting on the award N. Chandramouli, CEO, Trust Research Advisory, publishers of The Brand Trust Report, India Study, 2012 said, “It is prestigious that Discovery Channel and TLC have been ranked 3rd and 5th respectively among television brands by influencers-consumers in the 15 cities of the study in The Brand Trust Report, India Study, 2012. The study reflects how deeply Discovery Channel and TLC are trusted measured by a comprehensive Brand Trust study on TRA’s proprietary 61-components.”

The Brand Trust Report (BTR), compiled and released annually is the result of an exhaustive survey undertaken by the Trust Research Advisory (TRA). The methodology includes the BTR questionnaire which is designed to illuminate approximately 425 aspects of brand trust, of which 391 were directly brand related .The study also questioned respondents about two other important brand trust influencers – brand recall and the trust-experience of brands, the latter of which they were requested to furnish reasons for.

The Brand Trust Report, India Study, 2012 (ISBN: 978-81-920823-1-8), is the result of a primary research based on the proprietary 61-component Trust Matrix. TRA’s Trust Matrix has resulted from several hundred hours of research with sociologists, communication experts and behavioural scientists. This year’s research was conducted among 2718 ‘influencer’ respondents across 15 cities. The study, the most intensive undertaken on Brand Trust across the globe. The study

generated nearly 2 million data points and 17,000 brands and was conducted across 15 cities. Indian Statistical Institute helped create a statistically robust Brand Trust Index which has been used to hierarchically rank India’s brands on the basis of trust.

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