Discovery JEET roars a week before launch riding on rousing reception to its clutter breaking content

·        Unprecedented consumer engagement as content trailers achieve record high completion rate of 65% on YouTube and 40% on Facebook

·        Discovery JEET’s content trailers deliver more than 300 million impressions, 100 million views on YouTube and Facebook in just 2 weeks

·        Discovery JEET’s differentiated and purpose driven entertainment philosophy attracts premium advertisers to its fold. Achieves pre-launch inventory sales targets.

Mumbai, February 05, 2018 – Discovery JEET, the soon to be launched general entertainment channel from Discovery Communications India (DCIN), is getting rave reviews for its differentiated, clutter breaking content. The channel which will launch with highest ever distribution of more than 100 million households in the history of GECs in India, and has already signed Netflix as the exclusive global OTT platform, added a new feather to its cap a week prior to its commercial launch on February 12, 2018. The company announced unprecedented consumer engagement for the entertainment domain with content trailers of Discovery JEET achieving record high completion rate of 65% on YouTube and 40% on Facebook. This is more than double the industry benchmark of 30% completion rate on YouTube and 20% on Facebook.

The company further announced that Discovery JEET’s content led trailers have cumulatively delivered more than 300 million impressions, more than 100 million views in just over of 2 weeks on YouTube and Facebook. Infact, just the two trailers of 21 Sarfarosh and Swami Ramdev Ek Sangharsh have crossed 50 million views on YouTube and Facebook. This week, Discovery JEET will release another 100+ pieces of digital content, with an aim to further intensify its reach on digital and give consumers a glimpse of range of content on offer.

Discovery JEET’s truly inspiring and differentiated content philosophy has found many natural partners and helped achieve pre-launch inventory sales targets. The channel’s brand led partnership approach has seen multiple brands from major conglomerates including Reckitt Benckiser, Hindustan Unilever Limited, Marico, Mondelez International, Johnson and Johnson, Yellow Diamond and Quickheal come on board even before the launch.

“We started speaking about entertaining and inspiring content in all our sales pitches a while ago, but the moment we started showcasing rushes of our shows to advertisers, the response started to change dramatically as they were able to experience Discovery JEET’s line-up of dramatic, compelling stories of real, relatable characters presented in a cinematic, larger than life format,” said, Karan Bajaj, Senior Vice-President & General Manager- South Asia, Discovery Communications India.  “We are enthused with the response that Discovery JEET has been able to garner from the consumers, the advertising community as well as the affiliate partners. We will be dialing up an aggressive marketing campaign even further as we get closer to the launch of Discovery JEET.”

Discovery JEET is 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.

About Discovery Communications India

Discovery Communications India, the country’s leading infotainment player, is dedicated to satisfying curiosity, engaging and entertaining viewers with high-quality content through its portfolio of 12 channels including Discovery Channel, TLC, Animal Planet, Discovery HD World, Discovery Science, Discovery Turbo, Discovery Kids, Investigation Discovery (ID), Animal Planet HD World, TLC HD World, Discovery Tamil and a premium sports channel DSPORT. From survival to natural history, wonders of science to extreme jobs, motoring to travel and lifestyle, and the latest engineering marvels to live sporting events, each channel offers distinct must-watch programming to engage viewers across the country. 

Discovery Communications India will launch a new GEC channel ‘Discovery JEET on February 12,2018. The new channel will be the flagship for the network’s ambitious investment into original local productions in India. Discovery JEET will bring together Discovery’s unmatched story-telling and the best of real-life entertainment through larger than life stories aimed at inspiring millions.

Discovery Communications India is a division of Discovery Networks Asia Pacific (DNAP).

Annexure: Discovery JEET’s show line-up

·         Swami Ramdev: Ek Sangharsh is a scripted biopic series tracing Swami Ramdev’s never seen before, inspirational journey from a life of anonymity to a renowned yoga guru, business leader and national icon.  Ajay Devgn FFlims and Watergate Production are the co-producers of the show featuring National Award winner Naman Jain as Ramkishan (Young Ramdev) and Kranti Prakash Jha as Swami Ramdev.

·         21 Sarfarosh: Saragarhi 1897 is a fiction show inspired by the real-life story of 21 brave soldiers of 36th Sikh regiment of the British Indian Army who 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. Produced by Contiloe Pictures Pvt. Ltd, the stellar cast of the show includes Mohit Raina as Havildar Ishar Singh, Mukul Dev as the antagonist Gul Badshah and Luke Kenny as Major Des Voeux.

·         Mere Papa Hero Hiralal is a moving story of a Lucknow based auto-rickshaw driver Hiralal Tiwari, who driven by the love for his daughter Gungun, is ready to go beyond the ordinary and help her recover from a serious medical issue.  Produced by Viniyard Films, show features Sarwar Ahuja as the main lead Hiralal Tiwari and popular child actor Rivaa Arora as Gungun.

·         Khan No 1 - Inspired by true events, ‘Khan No 1’ is a lighthearted episodic crime show featuring an array of ‘Bluffmasters’ – men and women who have chosen cons as a solution to their problems.  Inspector Khan is the fictional central character – a ‘Crime Hunter’, a smart, witty, well-experienced cop specializing in solving scams/cases. Renowned film director Rohan Sippy will don the hat of a producer for the first time on Indian television; talented actor Rajesh Sharma also debuts on TV and will play the title role in Khan No 1.

·         Comedy High School - This non-fiction show is a light-hearted take on society, culture, education and current affairs through a classroom based set up. Comedy High School is a clean comedy show with theme based episodes. The school has teachers from various streams like English, Hindi, Physical Training, Personality Development along with the disciplinarian Principal and the morally uptight Trustee. Lead celebrities will visit the school, every week, in myriad avatars.  The stellar cast includes Ram Kapoor, Gopal Dutt, Paritosh Tripathi, Krishna Bhatt, Jasmeet Bhatia and Deepak Dutta.

·         Gabru: Hip-Hop Ke Shehzaade -  This fiction show, set in the world of Indian hip-hop music, is produced by Still & Still Moving Pictures and features Amol Parashar as MC Money, Harleen Sethi as Queen B and Chaitanya Sharma as Surf. The show is a mélange of drama, romance and music, with an original hip hop soundtrack.

·         Anjaan: Special Crimes Unit -  a paranormal investigative crime thriller show that allows viewers to dive in to the world of the unexplained events. Produced by Lotus Talkies, Anjaan: Special Crimes Unit features Heena Parmar as Aditi and Gashmeer Mahajani as Vikrant. They investigate crime cases that are connected to the supernatural and bring justice to the ones that can’t be seen, heard or believed by everyone!

·         Man Vs Wild with Sunny Leone- Sunny Leone will now be showcasing her adventurous side as host of the mega-popular survival series Man Vs. Wild. The iconic series will be telecast in Hindi where the beautiful actor will not only host but also undertake many difficult stunts and adding a dash of humour with her vivacious personality.

·         Lucha: Dangal Ke Sultan is a wrestling based entertainment show based on the lucha libre style of Mexican wrestling with masked fighters who entertain the audience with their stunts and actions. Each episode contains multiple acrobatic fights with many famous luchadors whose "mythic" beginnings are told in cinematic vignettes throughout.