American broadcaster Discovery Communications has partnered with video streaming platform Netflix for Discovery JEET, its general entertainment TV channel that goes live on 12 February.
Discovery JEET, which will launch with a distribution in more than 100 million households, will be available in Hindi, Tamil and Telugu.
Its key programmes will include a 65-episode scripted drama on yoga guru Baba Ramdev titled Ramdev-The Untold Story, a drama of 21 Sikhs who had battled 10,000 Afghans called 21 Sarfarosh: Saragarhi 1897 and a fiction show Mere Papa Hero Hiralal.
Soon after the launch, Discovery JEET will be available to watch on Netflix in more than 190 countries.
Discovery JEET, which will launch with five hours of daily original programming, will compete with channels such as Star Plus from Star India Pvt. Ltd, Sony Pictures Network-owned Sony Entertainment television, Zee Entertainment Enterprises Ltd-run Zee TV and Viacom18 Media’s Colors, to cash in on the Rs10,000 crore general entertainment advertising market.
“Netflix is going to be an exclusive platform for the content of Discovery JEET. We tied up with Netflix because the platform has a global footprint and its values of disruptive content are similar to Discovery’s. In its first year, Discovery JEET will be doing 1,000 hours of original programming,” Karan Bajaj, senior vice-president (V-P) and general manager—South Asia, Discovery Communications India has reportedly said.
At present, Discovery Communications operates 12 factual entertainment channels in India like Discovery Channel, TLC, Animal Planet, Discovery HD World, Discovery Science, Discovery Turbo, Discovery Kids and sports channel DSPORT.
Discovery’s partnership with Netflix comes almost a month after the broadcaster announced the launch of four niche digital channels (in partnership with video streaming platforms YouTube, Reliance Jio and Vodafone Play). “We see Discovery as a strong leader in the digital infotainment space. We want to develop very passionate niche communities with the four channels that we had launched in December,” concluded Bajaj.