Discovery is eyeing a lifestyle TV niche for its international operations outside the U.S.
The Discovery Lifestyle Networks will bow late this year in India, distributed via One Alliance, a Sony-Discovery joint venture, according to Discovery Communications prexy-CEO Judith McHale.
The rollout will continue in Asia, South America and Europe in 2005.
Discovery decided not to target the U.S. because it is already a mature market in terms of lifestyle TV.
Crucial to the Discovery Lifestyle Networks brand will be its three core channels: Discovery Travel & Adventure, Discovery Health and Discovery H&L. These channels are expected to undergo brand and content makeovers in the shift toward lifestyle programming.