With an aim to cater to the mass market, broadcaster Discovery Communications will be launching its general entertainment channel (GEC) Jeet on February 12, 2018 with a reach of over 100 million households in the country. This is the first time the company is foraying into the GEC space. The new channel, which will replace the media firm’s Investigation Discovery (ID), will be a pay channel with five hours of fresh programming every day. Discovery Jeet will be available in Hindi, Tamil, and Telugu. The company has also partnered with Netflix as the exclusive global over-the-top (OTT) platform partner for the content of its new channel, making it available to audiences in more than 190 countries worldwide.
Karan Bajaj SVP and GM – South Asia, Discovery Communications India
“With Jeet, this is our first entry into the next 120 million households, the mass of the population. Globally, we do not do general entertainment channels but India is unique and rich and this is what it takes to win the masses. The exciting content proposition, the never-before reach at launch and a disruptive marketing campaign makes us confident about the success of the channel. All of the content would be available on Netflix after it is aired on television. They have extraordinary global exposure and their philosophy of differentiated content is a very good marriage with us.”