Discovery finds Bangladesh partner

Rose Major

Discovery Networks Asia-Pacific is turning to a local company in Bangladesh to help extend its distribution. Three of Discovery’s roster of channels will now be handled by local business conglomerte Bashundhara Group.

Under the agreement, since May 2009 Bashundhara Infotainment has distributed the channels (Discovery Channel, Animal Planet and Discovery Travel & Living) in Bangladesh. As the distributor for Discovery's channels in Bangladesh, Bashundhara Infotainment will be responsible for increasing the penetration of the channels across the country through its relationships with the cable operators and Multi System Operators (MSOs).

Rahul Johri, senior vice president and general manager India, Discovery Networks Asia-Pacific said: “Our agreement with the Bashundhara Group is in line with our strategy to further deepen our channels’ penetration in the South Asia region and Bangladesh in particular, and to cater to the insatiable demand of the viewers to discover more. Bashundhara Group’s unmatched repute, established infrastructure and deep knowledge of the market environment will give impetus to Discovery Networks to reach millions of viewers in Bangladesh.”

Discovery claims it is already ranked amongst the most widely distributed networks in the country, but must feel there are more eyeballs up for grabs – and ones only a local company would have access to. The broadcaster has been present in Bangladesh for 10 years.