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Tag: Discovery Jeet

  • Hindi GECs flirted with formats, sensed OTT challenge

    Hindi GECs flirted with formats, sensed OTT challenge

    MUMBAI: When it came to content, OTT platforms captured the zeitgeist of 2018. Premium digital video content was relentlessly rolled out by the likes of Amazon Prime, Netflix, ALT Balaji, Hotstar, Voot and Zee5, keeping the audiences hooked at all times. Naturally, the band of programmers at some of India’s biggest broadcast networks felt the heat as a new wave of content competition hit India. Heads of Hindi GECs pulled out all stops in order to stay ahead of the game and keep their viewers happy. Thankfully for them, the cord-cutting trend, prevalent in several countries, didn’t turn to India. However, the sheer scale and quality of OTT content audiences were exposed to this year should be a cause for worry entertainment channels.

    ‘TV isn’t dying, in fact, both TV and OTT is growing simultaneously,’ was a line often heard this year. That’s perhaps the reason broadcasters remained confident that daily soaps, fiction and non-fiction shows on TV would continue to command viewership numbers.

    The advent OTT players increased the overall demand for content. While Indian broadcasters put out over 100,000 hours of content annually across formats and languages, newer entrants continued to pump in more cash per episode (though for much smaller quantities of content) and tried to snap up the best available talent. 

    The overall cost of content rose by almost two to three per cent of the broadcasters’ top line. With OTT companies refusing to take their foot off the pedal, broadcasters have no choice but to pay up. However, if their bid for quality programming fails to generate higher viewership which can be monetized better, broadcasters may not pursue quality, and stick to current cost metrics.

    As far as content consumption was concerned, regional content too made its mark this year. While Hindi language consumption remains the country’s preferred choice, growth was fastidiously led by regional content. Backing this up with some facts, it was reported that the daily tune-ins on TV by the HSM led to 68.4 per cent, whereas in the South market it led to 78.3 per cent. Simultaneously, the advertisement expenditure in FY18, Hindi GECs declined by nine per cent as compared to an increase of 5.4 per cent in on regional channels. 

    It was also a year of full surprises for the Hindi GECs, especially on the leadership front. Top-notch industry executives decided to call it quits including veteran Colors CEO Raj Nayak who dropped the bombshell of his Viacom18 exit after a distinguished seven-year stint with the media and entertainment conglomerate. Another prominent personality Discovery India and South Asia head Karan Bajaj also called it a day. Industry insiders believe the bespectacled Bajaj timed his exit to perfection, stepping aside when it mattered most. Both of them haven’t hinted at what gigs they are likely to take up next. Another heavyweight – Deepak Rajadhyaksha – who was heading Zee TV, turned to Viacom18 with his mantle being handed over to the broadcaster’s English cluster head Aparna Bhosle.

    The GECs also flirted with formats and played around with show timings in an attempt to infuse life into programming. Here's a quick recap of how some of India's most-loved Hindi GECs tried to stay ahead in a cluttered segment.

    Colors

    Having a stronghold in the mythological and fantasy drama genre, it revived Naagin for season three giving it an 8 pm slot on the weekend. Another supernatural drama Tantra by Swastik Productions was aired on weekdays at 11 pm. Rashmi Sharma Telefilms’ Vish Ya Amrit: Sitaara, a supernatural thriller, was given the weekday 10.30 pm slot.

    Two leading ladies of not just Viacom18, but the entire industry, added more feathers to their caps. Manisha Sharma, who was in charge of Colors, was elevated as the chief content officer – Hindi mass entertainment. She heads both Colors and Rishtey. Kids’ cluster head Nina Jaipuria’s portfolio further expanded to include both kids TV network and Hindi.

    The channel reshuffled its programming line-up post the launch of historical saga Dastaan-E-Mohabbat Salim Anarkali, Monday-Saturday at 8.30 pm, by replacing the drama series Udaan which was shifted to 7 pm slot. Internet Wala Love, which aired at 7 pm was moved to 6.30 pm time band while Savitri Devi College and Hospital, which aired at the 6.30 pm slot was called off.

    After a two year hiatus, Colors came back with the launch of season 8 of reality show India’s Got Talent, to be shown on weekends at 10 pm. The show was planned to replace horror anthology television series, Kaun Hai? That was produced by Contiloe Pictures and was scheduled to air every Friday to Saturday at 10.30 pm. Also, another home-grown reality show Entertainment Ki Raat season 2 was given the weekend 9 pm slot, promoted from its debut season slot of 10.30 pm. The show was replaced with the reality show Rising Star produced by Optimystix Entertainment. Bigg Boss 12 was also launched but with a new time-slot at 9 pm.

    Sony

    Hindi GEC Sony Sab started a new weekend slot titled ‘Sab Ka Weekend Plan’ with two new shows India Ke Mast Kalandar – Atrangi Hain Ye!and Namune. The channel aired the former show every Saturday and Sunday at 8 pm whereas the latter was at 9 pm. The Kapil Sharma Show is all set to make a comeback after a hiatus of more than a year. The channel had stopped airing fresh episodes of the show from September 2017.

    Taking Colors’ Bigg Boss 12 head-on was Sony’s tentpole show Kaun Banega Crorepati (KBC) season 10 at 9 pm. Following that, the channel launched two fictional drama Patiala Babes and Ladies Special post-KBC. The channel pulled the plug on Yeh Pyaar Nahi Toh Kya Hai, which was aired at 9.30 pm, following poor ratings.

    The network also announced that Sony Pictures Network India’s (SPNI) newly launched content production arm Studio NXT will focus on creating premium, high investment content that can also travel outside India. Headed by Sony Entertainment Television (SET) EVP and business head Danish Khan, the content studio began its journey with Kaun Banega Crorepati (KBC) season 10 which was co-produced with Big Synergy.

    The channel is experimenting with new shows and formats in the time slot starting 8.30 pm. The channel aired comedy-drama Main Maike Chali Jaungi, replacing Dus Ka Dum and Zindagi Ke Crossroads. Dus Ka Dum aired on Monday and Tuesday while Zindagi Ke Crossroads aired from Wednesday to Friday.

    Zee

    Zee TV’s primetime offering included Manmohini, produced by LSD Films, every Monday to Friday at 7.30 pm. &TV launched a live singing reality show for kids Love Me India and fantasy show Vikram Betaal ki Rahasya Gaatha. Zee TV launched a new fiction show named Tujse hai Raabta on 3 September, weekdays at 8.30 pm, produced by Full House Media.

    ZEEL elevated Aparna Bhosle as the business head of its flagship Hindi GEC Zee TV. Bhosle headed the premium and FTA GEC cluster. The move comes in the wake of Deepak Rajadhyaksha’s exit from the company. He was the deputy business head at Zee TV. Rajadhyaksha joined Viacom18 as business head of Colors Marathi and Colors Gujarati.

    Zee also took three of its shows abroad for a remake, in collaboration with African countries – Punar Vivah, Dance India Dance and Pavitra Rishta.

    Ending the year 2018 on a high note, &TV opened doors of endless opportunities for makers to experiment with content. Supernatural ruled the roost this year for the channel, progressive concepts and live reality remained at the top of the list. From launching its first live reality show for kids to introducing supernatural in a new style, &TV presented its khaas andaaz with not one but many pieces of content that were rolled out. The channel launched shows like ‘The Unconventional Saas (Perfect Pati)’, ‘Love with supernatural twist (Laal Ishq)’,’ Reliving childhood stories (Vikram Betaal Ki Rahasya Gatha)’, ‘ The mysterious Daayan (Daayan)’, Kids Live singing with ‘Love Me India’ and ‘High Fever… Dance Ka Naya Tevar’.

    Star

    Star India signed a multi-season, multi-year deal with Talpa Media for The Voice franchise, comprising The Voice and The Voice Kids. The new series will be produced by Banijay Asia, a Banijay Group company.

    Star Bharat’s socio-thriller Kaal Bhairav Rahasya returned for a second season featuring new mystery and folklore. Star Bharat launched a mythological show Radha Krishn airing Monday to Friday at 9 pm, replacing political drama Saam Daam Dand Bhed. The show was produced by Swastik Productions who have had several successes in the genre including Shani, Mahakali, and Porus. It also announced the launch of a new finite fiction show that narrated the story of firebrand freedom fighter Chandrashekar Azad in about 110 episodes, produced by Anirudh Pathak.

    The main GEC Star Plus launched a new show Karn Sangini at 7 pm. The show replaced channel’s reality show Sabse Smart Kaun. With Karn Sangini, the channel is dealing with the new genre of mytho-romance. Produced by Shashi and Sumeet Mittal, the show narrated the never-seen-before tale of a royal princess Uruvi who chose her love and stood by it against all odds.

    Discovery Jeet

    Despite heavy promotions in its launch stage, Discovery Jeet didn’t quite manage to grasp the pulse of the audience.

    Jeet entered the Hindi GEC sweepstakes on 12 February with five hours of daily programmes, out of which three hours were original programming, with content available in Hindi, Tamil, and Telugu. The channel launched with a distribution blitzkrieg to more than 100 million households and signed up Netflix as the exclusive global OTT partner.

    Despite the network’s best effort, the channel failed to rate. Initially thought of a challenger to the existing GEC order, Jeet fizzled out without much of a fight.

    According to Broadcast Audience Research Council data week 9, the channel garnered 6096 impressions (000s) in the 7 pm to 11 pm time slot, while it secured 15908 impressions (000s) for the whole day’s viewership. Currently, the channel airs syndicates content dubbed in Hindi.

    Overall, almost all channels heavily swapped shows for one another in order to keep audiences steady and growing. Unlike earlier years, when channels relied on primetime shows for years, times are changing and audiences are picky and broadcasters realise that.

  • CONTILOE PICTURES’ HISTORICAL PERIOD DRAMA ’21 SARFAROSH SARAGARHI 1897′ TO NOW STREAM ON NETFLIX

    CONTILOE PICTURES’ HISTORICAL PERIOD DRAMA ’21 SARFAROSH SARAGARHI 1897′ TO NOW STREAM ON NETFLIX

    With the aim of bringing untold and unique stories to audiences all over the country, Contiloe Pictures, premium broad-based entertainment content Production Company, introduced a show based on the bravery 21 soldiers in British Indian Army – 21 Sarfarosh: Saragarhi 1897. Having wowed audiences on television, the show is now streaming on online streaming giant Netflix.

    The show has 65 episodes and stars Mohit Raina and Mukul Dev in principal roles.

    “Battle of Saragarhi is considered as one of the bravest days in the Indian history. It was a pleasure telling a story of such importance and creating something at this scale. Having run all episodes on Discovery Jeet, a platform like the Netflix will only help widen the audience, reaching out to global netizens”, says Abhimanyu Singh, Founder, and CEO of Contiloe Pictures.

    21 Sarfarosh: Saragarhi 1897 is based on the real-life story of 21 soldiers of 36th Sikh regiment of the British Indian Army which defended an army outpost at Saragarhi in the North-West Frontier Province against an onslaught by over 10,000 Pashtun and Orakzai tribals in September 1897.

    The production house has won multiple awards for the show in various categories including Best Teleplay, Special-Visual Effects for Television, Art Direction (Fiction) and Background Music (Fiction). 

  • Hill+Knowlton Strategies India wins communication mandate for Discovery India

    Hill+Knowlton Strategies India wins communication mandate for Discovery India

    MUMBAI: After a competitive multi-agency pitch, Hill+Knowlton Strategies, one of India’s premier communications consultancies, has been awarded the communications mandate for the country’s leading infotainment player – Discovery Communications India and its portfolio of channels in India including Discovery Channel, TLC, Animal Planet, Discovery HD World, Discovery Science, Discovery Turbo, Discovery Kids, Discovery JEET, Animal Planet HD World, TLC HD World and Discovery Tamil. The appointment will see Hill+Knowlton Strategies rollout strategic communications solutions for the network’s channels to drive greater engagement with viewers across India.

    Confirming the appointment, Sameer Bajaj, Director, Corporate Communications & External Affairs, Discovery Communications India, said, “We are delighted to partner with Hill+Knowlton Strategies, India as our strategic communications partner to deliver our vision as a brand, better engage with viewers and drive our narrative in a more compelling manner. Their strong experience in media & entertainment, in-depth understanding of our market requirements and passion gave us the confidence to award them this mandate. I believe, together as a team, we will further strengthen the Discovery brand in India.”

    Commenting on the win, Kavita Rao, President & CEO, India, Hill+Knowlton Strategies, said, “We are thrilled that Discovery Communications has chosen us to partner them in managing their strategic communications of their corporate brand as well strong portfolio of brands in the country. With committed teams and our in-depth domain knowledge and experience across sectors, H+K India is well positioned to drive the desired impact and outcome for Discovery Communications India.”

    Hill+Knowlton Strategies India has a strong track record in the media and entertainment sector, working with clients such as Sony Entertainment Television (SET), Sony Music, Times Network and in the past with Colours from Viacom and Turner Broadcasting

  • Discovery Jeet postpones 2 show launches to late March

    Discovery Jeet postpones 2 show launches to late March

    MUMBAI: The newly launched general entertainment channel, Discovery Jeet has planned to halt the launch of two yet to be released shows Gabru – Hip Hop Ke Shehzaade and Man Vs Wild with Sunny Leone.

    An official from Discovery communication confirmed the news to Indiantelevision.com about the shows being re-launched at a later date by the end of March.

    Gabru producer Anand Tiwari said that Jeet has just started and the channel is monitoring its prime shows’ viewership. The show consists of 35 episodes and the season will be over inseven weeks. The network doesn’t want the show to start off with average ratings.

    He further added, “I’m happy with the decision that once the channel garners traction and all the eyeballs are at the screen during the prime time, the network will air our show.”

    The channel went live with much fanfare on 12 February and claimed record-breaking viewership in its first week. According to Chrome DM, day two of the channel going live saw OTS of 87.1 per cent across urban Hindi speaking markets, 20 percentage points higher than the launch week of Arnab Goswami’s Republic TV last year.

    Also Read:

    Discovery Jeet signs content deal with Netflix

    Discovery Jeet gets good spread at launch

  • Discovery JEET rewrites history with a reach of 140 million plus on the launch day

    Discovery JEET rewrites history with a reach of 140 million plus on the launch day

    MUMBAI: Discovery JEET, the new entertainment channel from Discovery India, with meaningful content spanning biopics, historicals, crime and comedy was launched on February 12 with a reach of 140 million across India. Discovery Communication India has tied-up with leading MSOs and DTH players to ensure that Discovery JEET is available in base pack with a top 10 EPG position.

    Speaking on the occasion, Vijay Rajput, SVP & Head – Affiliate Sales, Discovery Communications India, said, “We are delighted with the overwhelming support that we have received from the cable fraternity. We thank all the affiliate partners in helping us rewrite history. It is a matter of pride that Discovery JEET has launched with a reach of 140 million plus – a feat never achieved before in the annals of TV history in India.”

  • Discovery Jeet gets good spread at launch

    Discovery Jeet gets good spread at launch

    MUMBAI: Discovery Jeet, the latest entrant from Discovery Communications India, makes its debut in the Hindi GEC genre with a Chrome OTS of 66.6% translating to 54.5 million households across a universe of 81.9 million households in Urban India. Within the Hindi speaking markets, this translates to an OTS of 78.1% equivalent to 45.4 million households across an HSM universe of 58.2 million households. Within the 6 metros, this translates to an OTS of 72.6% equivalent to 22.4 million households – As per the Chrome DM data at 1pm, 12-02.2018. (While the channel has got its distribution in rural households, the data is not represented in this current study. The number would be much higher if one were to take the figure for both Urban+ Rural ).

    For a perspective, a comparative analysis on the availability of Discovery Jeetvis-à-visStar Plus and Star Bharathasbeen done,the following are its numbers:

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    OTS is the actual census based, percentage connectivity of a channel covering 168 million homes, reported by Chrome Data Analytics and Media, spread across Analog cable, Digital Cable and DTH. The same is updated and reported to 400+ channels on a daily basis in Chrome Track 2.0.

  • Swami Ramdev: Ek Sangharsh set to inspire you starting february 12 only on Discovery JEET

    Swami Ramdev: Ek Sangharsh set to inspire you starting february 12 only on Discovery JEET

    Discovery JEET, the eagerly awaited new entertainment channel from Discovery India with meaningful content spanning biopics, historicals, crime and comedy, is all set to showcase Swami Ramdev’s never seen before inspirational life journey starting February 12, 2018 every weekday at 8:30 pm. Swami Ramdev is popular across the length and breadth of the country and beyond but little is known about his background. Where did he come from? What are his origins? What was his journey? In this official biopic, shot on locations in Rajasthan, Haridwar and Mumbai, Discovery JEET will narrate the Swami Baba Ramdev’s life story, from his start as a poor farmer’s son to becoming a national icon. Co-Produced by Ajay Devgn FFlims and Watergate Production, Swami Ramdev’s life is symbolic of ‘Hai Mumkin’ attitude which forms the bedrock of Discovery JEET’s programming philosophy. 

    “Swami Ramdev’s life arc – with its many ups and downs – is an inspirational story of an individual winning against all odds, the exact thesis of Discovery JEET, launching Feb 12th,” said, Karan Bajaj, Sr. Vice President & General Manager – South Asia, Discovery Communications India. “Our writers’ team first met Swami Ramdev for a 1-hour show, and then we realized that his life cannot be captured in such a short series. The result is an epic bio pic spanning 85 episodes which we believe will capture the hearts and minds of our target audience across the country.”

     “I am humbled that Discovery JEET has made a television series on my life. I was initially not keen to open-up my life for a television series but Discovery JEET’s philosophy of ‘Hai Mumkin’ attracted my attention,” said, Swami Ramdev. “My life has not been an easy ride, I have faced ‘sangarsh’ all along and the bio pic traces the sequence of events as they emerged.  I want to give a message to all countrymen – never give up, life will offer its challenges but if you are up to it, day in and day out, then nothing can stop you from succeeding.”

    Acharya Balkrishna, said, “We receive millions of requests from curious followers wanting to know more about Swami Ramdev’s life. I am delighted that their wish has been granted and a larger-than-life life bio pic is being showcased on Discovery JEET. I hope and pray that people across the country imbibe and get inspired from the life of a living legend.”

    Swami Ramdev: Ek Sangharsh’s trailer and TV campaign have generated immense interest on the social and have raked up an impressive 25 million plus views across YouTube and Facebook. 

    Discovery JEET will launch with highest ever distribution, of more than 100 million households, in the history of GECs in India.  The channel will be available on all leading DTH & Cable platforms across the country. With an aim to be India’s first national GEC, Discovery JEET will be available in Hindi, Tamil & Telugu languages. 
    Discovery Communications India (DCIN) has signed Netflix as the exclusive global OTT platform partner for the content of Discovery JEET.  The deal will ensure that Discovery JEET’s marquee content, with English subtitles, will be available to audiences in more than 190 countries world-wide. Netflix communities globally will be able to binge-watch each series after it is aired on the Discovery JEET channel in India. 

  • Not relying on movies to garner Jeet’s viewership: Karan Bajaj

    Not relying on movies to garner Jeet’s viewership: Karan Bajaj

    MUMBAI: After entertaining the Indian audience for over 20 years with world-class documentaries on food, science, survival and more, Discovery Communications India (DCIN) is all set to entertain Indians with its general entertainment channel (GEC) Jeet. Slated to launch on 12 February 2018, Jeet’s differentiated content philosophy has enabled the channel to get various brands on board as advertisers and achieve its pre-launch inventory sales targets. The channel has sold out its entire Q1 inventory for advertisers.

    Brands such as Reckitt Benckiser, Hindustan Unilever Ltd, Marico, Mondelez International, Johnson and Johnson, Yellow Diamond and Quickheal have come on board.

    DCIN, which will launch the channel with distribution to more than 100 million households in the country, has already signed Netflix as the exclusive global OTT platform. The shows on Jeet will be available on Netflix one month after the first airing.

    Jeet is aiming to break the clutter in the Hindi GEC arena riding on purpose-driven entertainment content. The channel will launch with five hours of programming band daily out of which three hours will be bespoke, ground-up original programming built on the thesis of underdog winning.  With an aim to be India’s first national GEC, Discovery Jeet will be available in Hindi, Tamil and Telugu. The channel does not intend to add more regional languages anytime soon.

    Discovery Communications India senior VP and GM (South Asia) Karan Bajaj said that although the channel would initially have only two hours of original weekend programming, the network would look at increasing or decreasing the library depending on the audience reception.

    At a press briefing in DCIN’s offices in Mumbai yesterday, Bajaj mentioned that the channel did not plan on premiering movies as they didn’t feel the need to bank on films to get viewership. The team is optimistic about its strong line-up of shows.

    The network has been doing a test run for Jeet from 1 February on DTH platform Tata Sky. The channel is available for viewers on channel number 155.

    The uplinking of the channel is done from Singapore. All the content feed is sent there before the show is finally telecasted across India.

    Discovery Jeet will be made available for viewers in Standard and High Definition feed. During the launch, almost 120 million households will be able to see Discovery Jeet as a part of their Discovery Communication network pack on DTH platforms.

    Bajaj emphasised that there would be more content and less ads in Q1 in order to build a following for the content before deciding to increase the ad inventory.

    DCIN’s business model has changed from foreign content to now local mass targeted content. The network that aired international documentaries and shows on Discovery Channel, TLC, Animal Planet, TLC, etc will now focus majorly on Indian originated content for the masses.

    The channel has taken a very unique marketing approach in order to promote the shows. The marketing for all show on the channel will be very regional and will vary geographically. For instance, a show that is based in Punjab will be majorly advertised in the region as opposed to another show on the channel where the story is based on Tamilians.

    With Discovery Kids all set to air Little Singham starting March and Jeet in its last leg of launch, Bajaj is highly optimistic about both the channels. He believes that Discovery Kids and Discovery Jeet will become prime properties of the network that will drive maximum viewership and ratings for the network.

    Also Read :

    Discovery Jeet gears up for Feb 12 launch

    Discovery India ties-up with Reliance Animation to produce kids IP

    Discovery Jeet signs content deal with Netflix

    Discovery launching Hindi GEC in Q4, re-brands ID as Discovery Jeet

  • Discovery Jeet signs content deal with Netflix

    Discovery Jeet signs content deal with Netflix

    MUMBAI: The upcoming bull in the competitive general entertainment channel (GEC) space, Discovery Jeet, has already signed up with Netflix as its exclusive global OTT platform, even before the channel has launched. The deal will ensure that Jeet’s marquee content will be available to audiences in more than 190 countries worldwide. 

    Netflix viewers can binge-watch all Discovery Jeet shows after they have aired. Discovery Communications India SVP and GM Karan Bajaj revealed that the major idea behind the tie up was the similarity in philosophy regarding differentiated content. The other reason was Netflix’s global reach, which would be ideal for Jeet’s content to reach the vast diaspora. It also adds more screen on which the network’s content will be viewed. 

    Discovery’s partnership with Netflix comes almost a month after the broadcaster announced the launch of four niche digital channels (in partnership with video streaming platforms YouTube, Reliance Jio and Vodafone Play).

    Bajaj considers Discovery as a strong leader in the digital infotainment space and wants to develop very passionate niche communities.

    In an earlier interaction with Indiantelevision.com, Bajaj said that the channel’s focus is on ‘perception selling’. With premium and purposeful content, Jeet will scrape a good chunk of the creamy layer. He said, “The context of the show where you advertise is at times strikingly in contrast to what the brand stands for. So, to get scale, advertisers have no other option.” However, he says that Jeet will allow brands to flourish by not only providing them with scale but also premium content that matches the brand philosophy. Thus, the channel’s target is to net this top layer of India’s TV consumers.

    At present, Discovery operates 12 factual entertainment channels in India, including Discovery Channel, TLC, Animal Planet, Discovery HD World, Discovery Science, Discovery Turbo, Discovery Kids and sports channel Dsport.

    Starting 12 February 2018, the channel will launch with five hours of programming band daily, out of which three hours will be ground-up original programming built on the thesis of the underdog emerging as the winner, available in Hindi, Tamil and Telugu languages.

    Discovery plans to focus on mass and premium audiences in India. As part of the plan, Jeet, and kids channel Discovery Kids will target the mass audience, while to tap the premium audience segment, which is shifting towards digital platforms for content consumption, the network is planning to launch multiple theme-based digital channels.  

    Discovery Communications India VP head of mass entertainment-South Asia Sameer Rao said, “Discovery Jeet’s differentiation comes from our lineup of dramatic, compelling stories of real, relatable characters presented in a cinematic, larger than life format. It is a representation of a strong emotion of ‘hai mumkin’ which is palpable in tier II and III towns across the country.”

    While Discovery has completed two decades of operations in India, its focus was on factual entertainment only. However, under the new leadership, the company has decided to significantly scale up the investment as it has set an ambitious target of making India one of the top three fastest growing markets with entry into new genres.

    Discovery Jeet’s marketing campaign will focus on key tentpole properties Swami Ramdev: Ek Sangharsh, 21 Sarfarosh: Saragarhi 1897 and Mere Papa Hero Hiralal capturing the insurmountable odds that the protagonists had to overcome in their lives to achieve success.

    Also Read:

    Video consumption by premium audience on digital exploding: Karan Bajaj

    Discovery Jeet gears up for Feb 12 launch

    Discovery launching Hindi GEC in Q4, re-brands ID as Discovery Jeet

  • Discovery Jeet gears up for Feb 12 launch

    Discovery Jeet gears up for Feb 12 launch

    MUMBAI: Discovery Networks is all set to dive into the Hindi general entertainment channel (GEC) category. Putting rest to speculation, Discovery Jeet, the network’s maiden GEC, will launch on 12 February 2018.

    After dominating the infotainment genre on television for the longest time, Discovery Communications is shedding its cocoon to woo viewers with 1000 hours of original fictional content a year. This is in stark contrast to just seven hours of non-fiction that Discovery India gets.

    Discovery has done its homework well to come up with its own GEC channel. Speaking to Indiantelevision.com, Discovery Communications India SVP and GM Karan Bajaj said, “The only way to aggregate scale on TV is daily viewership. Everything on Jeet is being mounted as a soap opera.” For the first year, there will be three to four hours of shows to tap this daily-viewing audience and two hours of weekend content for tier 2 and 3 cities.

    Bajaj identified the 250 million TV households in India as a pyramid. The top 15 million (which he expects to double to 30 million in five years) have fixed broadband and premium DTH. The next 120 million have cable TV and mobile phones. The last 120 million is split into 20 million with Free Dish and the rest without any TV access. The middle will grow at 10 per cent while the bottom of the pyramid will be exposed to personal TVs for the first time.

    Rather than mimic the tried-and-tested models of the competition, Bajaj has decided to focus on ‘perception selling’. With its premium and purposeful content, he said that Jeet will scrape a good chunk of the premium layer. With his strong background in consumer companies such as Kraft, P&G and BCG, he is also giving advertisers a proposition they cannot refuse. He says, “The context of the show where you advertise is at times strikingly in contrast to what the brand stands for. So, to get scale, advertisers have no other option.” He gives the instance of a progressive brand such as Ariel, which he handled during his stint at P&G, where the target audience could be reached only through a regressive soap opera.

    However, he says that Jeet will allow brands to flourish by not only providing them with scale but also premium content that matches the brand philosophy. Thus, the channel’s target is to net this creamy layer of India’s TV consumers.

    For Jeet, Distribution is an important pre-launch target. The channel will be available on subscription-based pay TV, which is a part of the network’s premium revenue strategy. “We are very singular in our offering so you must have Discovery in your bouquet. It is not a replaceable GEC.”

    Even before the launch, the channel had been inundated with requests for international syndication. “The interest in our content is high and these independent affiliate networks have sampled our other content,” Bajaj explained. Christopher McGrath is in charge of global content syndication.

    Discovery Communications currently has 12 channels and Discovery Jeet is replacing Investigation Discovery channel. Vijay Rajput is the distribution head.

    Since the channel has decided to bite the bullet, it will be pinning its hopes to snag a place in the coveted GEC market.

    The shows 

    Swami Ramdev: The Untold Story, an Ajay Devgn Films production, has been one of the most talked about shows in the lead up to the launch. The dramatised version of real events will unfold in a daily format of 23 minutes. Another show is Saragarhi, which is a finite series by Contiloe production house, will highlight the plight of 21 Sikh soldiers. Both these shows will have an 85-episode run. Shooting for the first wave of shows for three to four months has already been completed; the channel is onto the next wave.

    A supernatural TV series produced by Lotus Talkies Productions has found its way on Jeet as Anjaan, which will be a 45-minute weekend show. Another show is Hero Hiralal that revolves around an auto-rickshaw driver and his seven-year-old daughter who requires a heart transplant. This show is being edited in-house. Both these are infinite. The weekends will primarily feature non-fiction comedy shows.

    Also Read:

    Discovery launching Hindi GEC in Q4, re-brands ID as Discovery Jeet

    Discovery Communications launches ID, TLC HD and Animal Planet HD World

    Discovery Communications acquires majority share in FoodFood

    Video consumption by premium audience on digital exploding: Karan Bajaj

    Discovery to launch digital channels, ties up with telcos