fter news, history and extreme sports, it is lifestyle that is emerging as Indian television�s hot new interest (The Brand Reporter, August 1-15). It is a trend boosted by the current fixation on what is popularly called �better living�. Viewers will now be treated to a 24-hour channel dedicated to �travel� and �living� later this year.

Discovery Networks Inter-national will launch its third channel (besides Discovery and Animal Planet) - Discovery Travel and Living - in India on October 18. The 24-hour lifestyle channel, which is being test run currently, has been created for "young, upscale adult couples, primarily urban, with a cosmopolitan outlook", says the company. ... more