MUMBAI: After entertaining the Indian audience for more than 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, the channel is already earning rave reviews for its content. The channel, which will launch with distribution to more than 100 million households in India, has already signed Netflix as the exclusive global OTT platform and has added another feather to its cap a week prior to its launch. The company has announced unprecedented consumer engagement for the entertainment domain with content trailers of Jeet achieving record high completion rate of 65 per cent on YouTube and 40 per cent on Facebook, more than double the industry benchmark of 30 per cent completion rate on YouTube and 20 per cent on Facebook.
According to DCIN’s release, 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. 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 plus pieces of digital content with an aim to further intensify its reach on digital and give consumers a glimpse of the range of content on offer.
Jeet’s 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 Ltd, 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 DCIN senior VP and GM (South Asia) Karan Bajaj. “We are enthused with the response that 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 the channel.”
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 the underdog winning. Jeet will be available in Hindi, Tamil and Telugu.
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