By PATRICK GITHINJI

The entertainment industry in Africa has continued to attract more international players, who are seeking to increase their market share and new growth opportunities.

Now, Discovery Networks, a world pay TV channel renown for its brands such as Animal Planet, Discovery World, and Discovery Channel, is betting big on the continent.

Paul Welling, Vice President, Head of Channels, Discovery Networks CEEMEA, says the African market as a consumer of TV is growing fast.

"Our research shows that TV viewing in Africa and in this region is unique and fast growing — a development that has attracted us to shore up our investment in this market," Welling says.

He notes that most African viewers prefer entertainment and education channels, and that their new line up had factored in the variables.

Popular science

Discovery Networks has been using Multichoice Africa —DStv platform — to reach it viewers. The cable TV channel provides documentary programming focused on popular science, technology, and history.

To demonstrate their commitment in Africa, Welling announced new programmes that will start airing from July.

The new programmes cut across its channels, which include Discovery Channel, Discovery World, Discovery HD Showcase and Animal Planet.

"We are certain we are going to be a big hit with DStv viewers across Africa," he says.

"Whether it is our topical, hard hitting specials, high octane turbo and real life programming or our exclusive showcase on the lives of high profile global personalities, we aim to build on our pole position as the largest and best broadcaster of the factual entertainment in 2011."

The new programmes, he said, were well researched to fit into the market.

"They will leave the viewers not just entertained but also educated."

In the Animal Planet, Welling hinted large scenes of the were filmed in Kenya and parts of East Africa.

"We have a lot of local content from this region and Animal Planet particularly was filmed in Kenya. The country has great locations with amazing scenes. Other scenes were filmed in Serengeti and Kilimanjaro."

"What we have done in Animal Planet is to focus on a particular animal, trail its characteristics in Kenya, Amazon and other places and blend the scenes together to make one episode," he says, adding that this approach forms the core approach of the network.

Among the episodes is one of elephants filmed in Amboseli National Park that will be showing in a couple of months.

Welling says Discovery World and Animal Planet will broadcast a compelling collection on new shows including Joanna Lumley Nile, Marley AFRICA Road Tri featuring Ziggy, son of legendary Bob Marley and wild Africa month, which goes deep into the heart of the continent and explores the mysteries and beauty of Africa.

To cement the relationship with their viewers, Welling says they are looking into mobile phone applications as well as opening up for other broadcasters on channels that are not entirely exclusive.

"We have brands that are not exclusive and we can negotiate with interested parties. It is important to have the programme in different channels, and we are looking at new opportunities as and when they present themselves."

The channels mainly target the bottom-line viewers. Discovery Network has channels in the premium and compact bouquet in the DStv.

Welling says poor access, and geographical factors are a challenge at filming locations. He, however, notes it is these challenges that "our cameramen and producers exploit to deliver an idea into an exclusive reality."

Currently, Discovery Network is producing over 2,000 content annually.

Last year, Discovery Channel was moved to the DStv entertainment section. According to recall survey by EMS Africa, since the movement, the channel has cemented it