Despite being only mid-2011, DCI and its numerous channels, have been making major advances in the U.S and overseas and leaving no stone unturned. Already it has launched three new domestic channels – kid-friendly Hub, a multiplatform joint-venture with Hasbro; Oprah Winfrey’s latest inspirational venture OWN; and 3Net (with Sony Corporation and IMAX) the world’s fi rst 24/7 3DTV network. At its recent Upfront event in New York City, which TV ASIA Plus attended, President and CEO David Zaslav, said that viewership across all of Discovery’s channels now sits at 44 per cent, compared to 46 per cent of all U.S terrestrial broadcasters combined. Globally, Discovery’s channels are in more than 180 countries and territories, and cumulative subscribers now exceed 1.5 billion, 519 million of this are viewers in the Asia-Pacifi c alone. And with such a strong presence, the organization is now ramping up efforts to increase its production of internationally made content across the board this year. “Today, international accounts for 33 per cent of our business,” Zaslav told TV ASIA Plus. “We see great opportunities and growth here and this is where we are focussing much of our efforts.” To strengthen its content offering in markets outside the U.S, Discovery created an international content group in December last year. Headed by Luis Silberwasser and with commissioning offi ces in Miami, London, Brazil, Singapore, New York City and California, it is charged with developing original shows and formats that resonate with international audiences and in turn provide potential content for the U.S domestic market. “In the past we had a mixture of U.S-made content and third-party content, which we acquired,” continued Zaslav. “Now we are using our overseas offi ces to develop ideas from scratch for the different markets and regions. “Through this we can outprogramme the competition and further enhance our offering in the U.S,” he said. One channel fuelling much of this energy for content is TLC. Launched internationally in March last year, it is already proving to be a hit network with women. It is the number one female channel in Poland and number one travel and lifestyle channel for 25 – 54 year olds across the Asia-Pacifi c (launched in September 2010), where it is available in 25 markets and reaches more than 134 million subscribers currently. And there are big plans for the channel in 2011. Discovery is targeting TLC to be in 75 markets and viewed by 100 million subscribers internationally by the end of the year. It has recently launched in Sweden and Russia, and the Netherlands switches on in July – adding another 5 million potential viewers to its target. “We’re very pleased with the rollout of TLC International, it’s our highest priority at present,” said Silberwasser. “Right now, our main focus is Europe, but other markets are also performing exceptionally well.” Silberwasser noted that the Asia- Pacifi c is a key market for the international content group, where interest in lifestyle and travel related content is steadily growing. He said the formation of the group allows each market and region to make decisions and means “there is less dependence on U.S made content…Our regional offi ces are equal partners in content creation”. “We can match our hit shows coming out of the U.S, such as Cake Boss and Say Yes to the Dress, with new original shows that connect with our international viewers.” With this fl ow of ideas now moving between the U.S and the 32 international offi ces, does that mean popular formats, such as Mythbusters, could also have spin offs overseas? “Moving formats into a region is a defi nite possibility,” said Mark Hollinger, President and CEO of Discovery Networks International. “If we found interesting fi shermen in New Zealand then we’d be keen to look at a Deadliest Catch there, for example. But character driven shows can be tough. Formats less about talent and more about the situation or environment are more possible. Lifestyle networks like TLC tend to work well for these formats.” Hollinger admits the local content push is similar to moves here by AETN All Asia Networks and Nat Geo, but adds that the lifestyle genre has a lot of untapped potential in the Asia- Pacifi c, as well as Discovery’s strong incentive to move content West. “We want to fi nd great characters, formats and subjects, which can be exported back to the U.S,” Hollinger added. Strengthening this commitment to international content, DCI recently announced a new virtual global programme unit. Discovery Studios, in partnership with Discovery Networks, will work with international production groups such as Shine (whose Australian arm developed and produced the hits MasterChef and MasterChef Junior), All3Media and WTFN to develop and commission original lifestyle, specialist and general entertainment for Discovery’s networks around the world, including TLC and Discovery Channel. The push to develop original series and formats locally is a defi nite plus for Asia said Kevin Dickie, SVP and GM for South East Asia. “There’s an unbelievable amount of ideas fl ying around here. Now we can really throw our energy into developing them further.” One that has already stirred the hearts and taste buds of viewers in South East Asia, Australia and New Zealand is Bobby Chinn. The chef turned award-winning TV host is now one of TLC Asia-Pacifi c’s most recognisable talents with his World Café Asia food series. “There is defi nitely potential to get Bobby into the U.S,” said Dickie. “There is an appetite for this type of talent and programming in other markets and it’s great that he’s one of ours.” During the Upfront week, David Zaslav likened the targeting of local content for Discovery’s international markets as being “in the jetstream”. “This is where content is headed and where there’s a need, we’ll be there. Our aim is to satisfy curiosity, wherever it is.” Watch an exclusive interview with DNI’s Mark Hollinger at OnScreenAsia.com