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Discovery Communications has added a new channel to bouquet of its offerings in the Indian sub-continent. The Asian vertical of the world’s leading non-fiction media company, Discovery Networks Asia-Pacific has started to beam Discovery HD to India.

The Discovery HD channel is the only global high-definition (HD) television network offering factual and lifestyle entertainment that fulfills the promise of high-definition technology. It will reach the Indian viewers as a 24-hour HD channel which is a premium service that features the highest quality content from across Discovery Networks' most popular channels, as well as select exclusive content.

As for India, this is one of the first HD channels in India. Currently, Sakshi TV, a regional infotainment channel reaching out to Andhra Pradesh & Telegu speaking populace, is one of the only HD channels of India.

Broadcast in English, Discovery HD will be currently available only on the Direct-to-Home platform of Sun Direct and will be a pay, seamless and ad-free channel. Sun Direct is India's first DTH platform that offers high-definition services.

Being a HD channel, the Discovery HD will be featuring stupendous imagery and brilliant sound quality. The new high-definition programming will be offered in 1080i, along with 5.1 surround sound, lending itself perfectly to the type of rich, spectacular images and compelling storytelling for which Discovery is renowned.

Rahul Johri, senior vice president and general manager, India, Discovery Networks Asia Pacific, remarks in a prepared statement, "The emergence and growth of digitisation in India is critically dependent on the broadcasters' competence to offer differentiated, credible and entertaining content. Discovery HD brings the network's thrilling factual content to life - sound effects are more realistic, images larger than life and situations more gripping than ever before."

While Tony D'Silva, chief operating officer, Sun Direct commented, "Sun Direct is immensely proud to be the first DTH provider in India to showcase high definition content to its viewers. Discovery HD's worldwide reputation, global programming repertoire and production quality will surely add value to our HD product offering."

Some of programmes to be aired on the channel include Green Paradise, Postcards Australia, Nature's Keepers, Our Planet, Space Station HD, Sunrise, Earth, Moments in Time, Monumental Vision and Destination Wilderness.

With this addition, Discovery Communications now provides the Indian audience with six channels. These include its flagship offering Discovery Channel, Animal Planet, and Discovery Travel & Living. It recently started airing Discovery Turbo and Discovery Science on the Tata Sky’s DTH platform. The company received permission from the Ministry of Information & Broadcasting in August last year to broadcast the three new channels.