Richard Pembroke, Interim Vice President, Discovery Networks International, delivered a key lecture at Apeejay Institute of Mass Communication, Dwarka on “Television Programming & Production: Discovery’s Journey” today. During the lecture, Pembroke shared insights on how Discovery Networks has managed to become one of the most popular and preferred cable networks across the world, venturing into different genres including sports, factual news, lifestyle and digital.
The lecture kicked off with Mr. Pembroke talking about how Discovery is gearing to embrace Virtual Reality (VR) and expanding digitally to appeal to the ever-changing preferences of millennials. Unraveling the secrets, he shared factors essential for making a good show. He said, ”a stellar show needs to have innovative content, different methods of storytelling and extraordinary value as well as humor. Having an edge over other shows is important – be it shows that are scripted or unscripted. Headlines and right visualization or imagery are also extremely crucial.”
He also spoke about the importance of identifying one’s target audience, age group, their interests, and how content is tailored for different genres and age groups. He also shed light on the importance of identifying and analysing audience preferences and branding to expand the audience base and marketing the product. He went on to dwell on how to connect with the audience at a national level and also how the channel wants to expand in the future.
Premboke concluded the lecture by emphasizing how Discovery Networks understands its duty to contribute to society by maintaining a healthy ecosystem. “Working towards this goal, we had started an initiative to save wildlife – Project C.A.T. (Conserving Acres for Tigers) – to save tigers in association with World Wildlife Fund (WWF) and others to support a worldwide effort to double the number of tigers in the wild by 2022. ”
Mr. Richard Pembroke is a part of Discovery Networks International. He has been the Head of Channels for Discovery in Central Europe and Southern Europe. He has also worked as Launch Director of DMAX Germany amidst shouldering other roles and responsibilities.