Discovery brings crime to Russia

Discovery Networks EMEA is to launch Investigation Discovery (ID), a 24-hour crime and investigation channel, in Russia in April.

The launch marks the first continental European launch for ID, which rolled out in the UK last month following its US debut in January 2008.

Targeting adults 25–54 with a strong female skew, ID Russia will be fully customized in Russian and will launch with programmes, including Solved, a journey inside elite police investigative units, and Wicked Attraction, a series that follows forensic psychologists and criminal profilers as they reveal the stories behind people driven by love to commit murder.

ID will be the seventh Discovery brand to launch in Russia. Discovery currently offers six channels in the market including flagship brand Discovery Channel, Animal Planet, Discovery Science, Discovery HD, Discovery World and Discovery Travel & Living.

“The European rollout of ID demonstrates Discovery’s commitment to delivering a broad range of programming and services that satisfy the curiosity of diverse audiences and strengthen the pay TV landscape across EMEA,” said Arthur Bastings, executive VP and MD of Discovery Networks EMEA.

According to internal research conducted by Discovery Networks EMEA, investigation and forensics is one of the most popular genres among adults, and 48% of adult viewers across Europe like to watch investigative programs based on real events and crimes.