Discovery JEET set to disrupt the GEC market in India
Discovery JEET is set to disrupt the GEC space in India starting February 12, 2018. Built on the ethos of ‘Hai Mumkin’, the channel will bring together Discovery’s unmatched storytelling and the best of real-life entertainment through larger than life stories aimed at inspiring millions. 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. 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 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.
“Discovery JEET is the biggest ever attempt with ‘purpose at scale’ in the Indian entertainment space. We have done our research, evaluated India’s zeitgeist and created an entertaining yet purposeful content philosophy which will touch the heart of Indians across the country. The exciting content proposition, the never-before reach at launch, and a disruptive marketing campaign makes us confident about the success of the channel,” said, Karan Bajaj, Senior Vice-President & General Manager- South Asia, Discovery Communications India. “It is heartening to note that the content slate for Discovery JEET is attracting so much interest and attention even before the channel is on air. With JEET’s new home on Netflix, more audiences will be able to enjoy captivating stories with a distinct Indian flavor across more screens and devices than ever before.”
Discovery JEETis aiming to break the clutter in the Hindi GEC arena riding on purpose driven entertainment content. The channel will launch with 5 hours of programming band daily out of which 3 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 & Telugu languages.
Sameer Rao, VP-Head of Mass Entertainment-South Asia, Discovery Communications India, 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. Discovery JEETsignifies the verve of today’s generation who is optimistic and aspirational in seeking a better future for themselves and their family. It is a representation of a strong emotion of ‘hai mumkin’ which is palpablein tier II and III towns across the country.”
Staying true to its core thesis of underdog winning, Discovery JEET’s marketing campaignwill focus on the 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.
Superstar Ajay Devgn, Producer of Swami Ramdev: Ek Sangharsh, said, “I am happy that Discovery India is launching differentiated content with Discovery JEET – and they have validated the traction of this content with on-ground research. Swami Ramdev: Ek Sangharsh will undoubtedly add an illustrious chapter in the history of television in India.”