Breaking News Discovery to launch first hindi GEC "Discovery Jeet" in September

THAKUR

THAKUR

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Discovery Communications is making serious inroads in India now with its announcement of a new Hindi GEC called Discovery Jeet for the country. Scheduled for launch in the end of 2017, with 200-250 hours of local content (for the first three months), it is targeting the 15+ male audience with fact-inspired entertainment.

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Positioned to be a male mass entertainment channel, Karan Bajaj, Discovery Network Asia-Pacific’s SVP and GM for South Asia, elaborates: “We are going to launch with 120 million households. We have the advantage of distribution. We want to make a dent in the category.”

“Also, with our core philosophy ‘Main Kuch Bhi Kar Sakta Hu,’ we have a strong, distinct consumer proposition addressing a very significant white space in the market,” he adds.

Standing out with a different TG

Why male audience? “We think it’s the biggest white space. Our study suggests that this audience is completely underserved. If you go to them, they don’t relate to the content on television at all,” explains Bajaj.

- See more at: Discovery to launch Hindi GEC by year end, vie for share in Rs 6,000 cr pie
 
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