Monday 4 December 2017

Discovery India to revamp its kids’ channel

With its entry in Hindi GEC, the global kids entertainment group Disney said it will follow a 360-degree approach for the revamp of the kids’ channel and leverage on synergies in merchandise as well as the gaming space.


Discovery Communications India has set a target to triple its revenues by 2020, and will launch its Hindi GEC, called Discovery Jeet, early next year. Currently, Discovery has a strong viewership base in the top 20 million TV households with its infotainment and lifestyle channels, believes Discovery Jeet will help grow its presence in the next 100 million TV households in the country.

According to Karan Bajaj, Senior Vice-President and General Manager (South Asia), Discovery Communications India, “We are currently a niche player in the kids’ entertainment space. Our aim is to become one of the top three channels in this genre by the end of next year. Kids are known to develop strong loyalties for IPs (characters) and then want a lot of content around those IPs. Keeping these insights in mind, we are working on revamping Discovery Kids with the launch of a brand new locally- produced IP, which will be launched with over 300 episodes. It will represent nearly 70 per cent of the total programming shown on the channel.”

Talking about digital, he said: “The digital space is very attractive for us considering genres, such as lifestyle and infotainment, have a strong digital viewership. We will create and curate branded content for digital audiences in genres that have passionate communities of viewers and focus on delivering this content through multiple delivery ecosystems.”

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