Discovery Networks EMEA today announced that Discovery Channel on DStv has been ranked The most trusted channel brand according to the Brand Trust Index 2007 is the Discovery Channel on DStv. According to Discovery Networks EMEA, Discovery Channel ranked higher than many well-known local and international brands in the survey, which was conducted last year by Ipsos Markinor through 3 500 face-to-face interviews.
The Brand Trust Index is researched from the Ipsos Markinor Top Brands survey results and reflects the brand trust levels within the Top Brand categories surveyed each year. In 2007 there were 19 categories including banks, beer, cars, cell phones and TV stations amongst others.
The research was done by Ipsos Markinor for Affinity Publishing’s 2007 Encyclopaedia of Brands and Branding. It was carried out amongst a representative sample of the South African population, and tested levels loyalty to brands regardless of awareness levels. Despite the fact that there was lower awareness of the Discovery Channel brand compared to other better known brands, the important fact is people interviewed showed an extremely high level of trust in the channel.
“We are committed to having the most respected brand with the highest quality content available on any platform, and this achievement affirms that Discovery Channel is a trusted source of entertainment in South Africa,’ said Karin Heijink, Channel Director for Discovery Networks, Emerging Markets, EMEA. “We place significant importance on the South African market, and these results underscore that the compelling original programming we offer is resonating strongly with consumers in the market.’
Trusting the brand means there are loyal audiences – important when it comes to advertising. Jaco van Jaarsveld, partner at The Media Guy (TMG) said his high expectations for the channel were met both personally and professionally.
At the heart of the Discovery Channel brand success are five key programming genres: Life on the Edge, Men at Work, Cars and Bikes, Pop Science and Engineering. With increased investment in original content this year, Discovery Channel “is pushing boundaries with over 200 new series and specials commissioned globally for the 2008/2009 season,’ said Heijink.
