Discovery Networks Asia Pacific has revealed that it is shifting its focus to shorter forms of content as it looks to transition from its long-standing position as a traditional video enterprise. In a new interview with global media platform The Drum, Discovery said that its new batch of bite-sized content has received a “very strong reaction from the community.”
Discovery is synonymous with satellite and cable channels, which have been the home for its unique selection of factual and lifestyle programming during the last three decades. However, the shift in content consumption habits in recent years due to the rise of mobile has driven a need to diversify its platforms.
Arthur Bastings, Discovery Networks Asia Pacific’s Managing Director and President, said that its new short-form digital content brand, Tan Ba, was launched to engage with younger audiences and is part of Discovery’s goal to become a maker organisation, which will see it serve up tailored content for local audiences.
“The content feels very local, very Chinese and very young. It is a completely different take on the Discovery world than anything you or I could have imagined for the brand.” Bastings said. “It really speaks to the potential of quality content that is interesting and has good-quality imagery and a degree of professionalism.”
Tan Ba only launched in April, but its videos are already attracting two to three million views, while total views for all content have surpassed 120 million. The new batch of high-quality content has also led to a rise in demand from advertisers, and Discovery Network is aiming to increase its weekly slate of around five or six videos to meet additional interest.
While short form is the current focus, Discovery is not planning to abandon its traditional platforms. Bastings added: “That’s not to say that we have stopped believing in long form, but our view is that we need to capture all platforms. Consumers want to consume different types of content at different times of the day, and we want to be there for these opportunities with content that is exciting, stimulating and fun.”