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Discovery JEET is aiming to break the clutter in the Hindi general entertainment channel (GEC) arena. The channel will be launched on February 12 with five hours of daily programmes, out of which three hours will be original programming.
With an aim to be India’s first national GEC, Discovery JEET will be available in Hindi, Tamil and Telugu.
The channel, which will be launched with the highest-ever distribution of more than 100 million households in the history of GECs in India, has already signed up Netflix as the exclusive global OTT platform.
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.