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cans place the low­est value of any of the 10 coun­tries on friends as an im­por­tant part of a happy life, but are third high­est in rank­ing fam­ily?

One of the most ex­tra­or­di­nary re­sults i s that al­most ev­ery­one be­lieves in three val­ues (hon­est, sup­port­ive and loyal, and good sense of hu­mour). Th­ese are the pri­mary at­tributes (in dif­fer­ent or­ders) in nine of the 11 coun­tries. The only stand­outs are Rus­sia, where “de­ci­sive and in con­trol” ousts a sense of hu­mour, and Italy, where hu­mour gives way to “in­tel­lec­tu­ally stim­u­lat­ing”.

Six coun­tries had a fairly adult at­ti­tude to­wards beauty, with only 12%-24% putting good looks as one of their top three at­tributes. Sur­pris­ingly, South Africa was there, along­side UK, Nether­lands, Swe­den, Nor­way and Den­mark. But beauty was very i mpor­tant i n Rus­sia, Poland, Ro­ma­nia, Ger­many and Italy.

“Dis­cov­ery has a port­fo­lio of chan­nels that can serve dif­fer­ent mar­ket seg­ments,” says James Gib­bons (left), Dis­cov­ery’s coun­try man­ager, emerg­ing busi­ness. “When we launched it 15 years ago, there was a male skew. But TLC, a pro­gramme for women, has been a mas­sive suc­cess.”

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