‘Discovery Jeet’ ready to amaze Indians with compelling content on both Netflix & TV
In India television has always been the primary source of entertainment for most of the population, top reason being affordability of the medium. There are over 250 million households in India who have access to television, and that makes up for the massive chunk. Majority of these families consume content from entertainment and news channels. Now American broadcaster Discovery Communications popularly known for its infotainment channel is all set to enter the world of home entertainment with its new channel Discovery Jeet.
Discovery will try to tap the middle of television viewing pyramid which accounts for 120 million households with its fantastic lineup of original tv series. In an interview with the Business Standard, senior vice-president and general manager, South Asia, Discovery Communications added that “India has around 250 million television households, of which the top 15-20 million are familiar with us and watch us keenly. They are also digitally-savvy and our strategy there would be to use a digital pivot to reach them. With Jeet, we are tapping the next rung, which consists of around 120 million households.”
Discovery Communications India already operates around 12 channels namely Discovery Channel, TLC, Animal Planet, Discovery HD World, Discovery Science, Discovery Turbo, Discovery Kids and sports channel DSPORT. With the launch of the new channel, it will bring them directly in front of over 100 million households. The primary competition it will face from will be the channels like Star Plus, Sony, and Zee Tv.
Content Is The Key
We are sure that in present times for a channel to be hugely successful content plays a significant role. It is not like earlier times when the saas-bahu melodrama woos Indian audience on the small screen. With the advent of streaming services & youtube channels like Netflix, Amazon Prime Videos and TVF audiences have been exposed to content that has much more to offer. And we think that Discovery has got it all correct in the content department. As their current lineup is based on compelling dramatic stories of real, relatable characters which will have the cinematic experience to offer.
In the initial phase, they will air five original series which include a 65-episode drama on yoga guru Baba Ramdev, a drama of 21 Sikhs who had battled 10,000 Afghans and a fiction show Mere Papa Hero Hiralal. It is not only the right content they have, but they also got the versatile actor like Ajay Devgan who is producing the series based on Baba Ramdev. The cast of other shows include names like Sunny Leone, Ram Kapoor, Kranti Prakash Jha, Mohit Raina, etc.
Discovery Jeet Partners With Netflix
Yesterday Discovery Jeet made another big move which made it clear that they are ready for the battle with big entertainment channels. Discovery signed an exclusive deal with streaming giant Netflix to air their original content worldwide. This makes it evident that discovery knows about their significant audience which includes youngsters and tech-savvy people who love to consume content on their smartphones on the go. Many of the streaming services were eyeing on striking a deal with Discovery Jeet, but in the end, Netflix came in and swooped it under their feet.
Now, Discovery is going all guns blazing in promoting their channel slated for launch on February 12. The advert launched regarding the channel has a theme which focuses on how in the 90s when television first arrived in the India and how the whole colony used to sit together and enjoy various shows. As the time went by TV became part of our lives, and suddenly in the 2000s, the mobile phones arrived along with that quality of shows deteriorated which made television just another box in the house. However, now good times are back with Discovery Jeet offering content that will bring families together again in front of the TV. The promo has an emotional and nostalgic touch to it which makes it compelling. And narration by Nawazuddin Siddiqui is cherry on the top.
Discovery Communications are putting a lot of effort behind the channel, and we hope that they have some exceptional content in their kitty which not only entertains the Indian population but also people all around the globe.