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‘Jeet’ content will reach the global audience through Netflix: Karan Bajaj, Discovery

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‘Jeet’ content will reach the global audience through Netflix: Karan Bajaj, Discovery

Discovery Communications’ first general entertainment channel (GEC) that will go live from 12 February has inked a deal with US-based streaming platform Netflix.

Built on the ethos of ‘Hai Mumkin’, the channel will bring together Discovery’s unmatched storytelling and the best of real-life entertainment through larger than life stories aimed at inspiring millions.

The deal with Netflix will ensure that Discovery Jeet’s marquee content will be available to audiences in more than 190 countries worldwide. Netflix communities globally will be able to binge-watch each series after it is aired on the Discovery Jeet channel in India.

Discovery Communications South Asia Senior Vice-President and General Manager Karan Bajaj shared, “ Let me start by saying the interest in Jeet OTT was unprecedented. Typically OTT content is cherry-picked from what has worked after the launch. We haven't even launched yet but all global OTT majors have bid very aggressively for the content. I think everybody is looking at the content and are sensing that it will bridge the mass premium divide in the country. This is the content that mass consumer, as well as premium consumer, can watch."

He further added, "We choose Netflix because I think our philosophy of disruptive and differentiated content is very similar and has got global scale which we like. It is diaspora friendly. Middle East and UK market are showing interest as they want to take our content in linear feed. We make sure that the content reaches more people through Netflix”.

It's a licensing deal with Netflix for a certain period of time.
Discovery 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 underdog winning. With an aim to be India’s first national GEC, Discovery JEET will be available in Hindi, Tamil and Telugu languages.

Discovery Communications India, VP-Head of Mass Entertainment-South Asia Sameer Rao said, “Discovery Jeet’s differentiation comes from our lineup of dramatic, compelling stories of real, relatable characters presented in a cinematic, larger than life format. Discovery Jeet signifies the verve of today’s generation who is optimistic and aspirational in seeking a better future for themselves and their family. It is a representation of a strong emotion of ‘hai mumkin’ which is palpable in tier II and III towns across the country.”

Staying true to its core thesis of underdog winning, Discovery Jeet’s marketing campaign will focus on the key tentpole properties ‘Swami Ramdev: Ek Sangharsh’, ‘21 Sarfarosh: Saragarhi 1897’ and ‘Mere Papa Hero Hiralal’ capturing the insurmountable odds that the protagonists had to overcome in their lives to achieve success.The channel will be available on all leading DTH and Cable platforms across the country.

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