New Delhi: Discovery Network Asia-Pacific’s flagship channels – Discovery Channel and TLC have been ranked as the top two trusted infotainment and lifestyle brands in India by The Brand Trust Report (BTR) 2013. Discovery Channel stands at #1 on the list and TLC holds the second position, ahead of all the other television brands in the same genre.
For two consecutive years, viewers have ranked Discovery Channel and TLC amongst the top trusted television brands in the infotainment and lifestyle segment among 19000 brands by influencers and consumers in the 16 cities of the study.
Rahul Johri, Senior Vice President and General Manager, Discovery Networks Asia-Pacific, South Asia, said, “This recognition signifies Discovery’s strategy in offering best programming that resonates with viewers and also its great value offerings to our advertising and affiliate partners.”
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. The channel has been the pioneer of the factual entertainment genre since its entry in India in 1995. With the launch of TLC in 2004, Discovery made a foray into the lifestyle genre and introduced India to a completely unseen world. TLC, India’s favourite lifestyle channel, presents refreshing entertainment on travel, food, fashion, luxury, wellness and many other exciting lifestyle trends.
Commenting on the ranking, Sachin Bhosle, Research Head, Trust Research Advisory, publishers of The Brand Trust Report, India Study, 2013 said, “It is prestigious that Discovery Channel and TLC has been ranked as the top two Most Trusted Channels in the Infotainment & Lifestyle segment among 19000 brands by influencers and consumers in the 16 cities of the study in The Brand Trust Report, India Study, 2013. The study reflects how deeply Discovery Channel and TLC are trusted and measured by a comprehensive Brand Trust study on TRA’s proprietary 61-components.”
The Brand Trust Report (BTR) compiles and releases annual results from a 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, 2013 (ISBN: 978-81-920823-4-9), is the result of a primary research based on the proprietary 61-component Trust Matrix, created after several hundred hours of research with sociologists, communication experts and behavioural scientists. This year’s research was conducted among 2505 influencer-respondents across 16 cities, and generated nearly 3 million datapoints and 19000 brands, making it the most intensive study on Brand Trust across the globe.