Indiantelevision.com Team

(21 June 2007 9:41 pm)

MUMBAI: The Discovery Channel has been placed at the top position for media brands in overall quality for the eleventh consecutive year and also the top television network brand in overall quality for the fifteenth consecutive year. The rankings are part of the 2007 EquiTrend brand study conducted by Harris Interactive.

The Discovery Channel is also ranked eighth for overall quality among all consumer brands measured, the highest score of any media brand.

Discovery Communications president and CEO David Zaslav said, "We are honoured that viewers consistently recognize the Discovery Channel's commitment to quality and excellence. Our primary focus is to build strong brands that are meaningful and distinctive and this study demonstrates the value of our ongoing mission."

All 10 of Discovery's brands measured - the Discovery, TLC, Animal Planet, Discovery Health, Discovery Home, Discovery Times, Science, Military, Discovery Kids, Discovery Times and Discovery HD Theatre - are ranked among the top 25 in both the media and TV brand categories for quality measurement.

Amongst online brands measured, Discovery brands in the top 25 included discovery.com and the websites for the Discovery Channel, TLC, Animal Planet and Discovery Health.

Among media and TV brands, the Discovery Channel was ranked first in six of the eight categories measured, which include: quality, trust, brand expectation, equity, overall relevance and purchase consideration.

Reasoning the multi-step campaign Jha says, "In this age of cluttered media scenario, disruption helps in capturing the consumers attention and intensifying interaction with the brand. The two step campaign was intended to deepen consumer involvement."

The 2007 EquiTrend brand study is conducted online once yearly by Harris Interactive among an overall sample of 27,555 consumers, ages 15 and older in the US.

The total number of brands rated was 1,120. Each respondent was asked to rate a total of 60 randomly selected brands and each brand received approximately 1,050 ratings. This latest survey was conducted within the U.S. between March 20 and 3 April 2007.