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We don't want to play the aggregator game: Karan Bajaj, Discovery

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We don't want to play the aggregator game: Karan Bajaj, Discovery

After announcing its entry in Hindi GEC early this year, Discovery Communications India (DCIN) is now gearing to offer its viewers ‘smartphone-curated experience.’ The network will launch social and mobile-first digital channels starting with military platform Veer and female activist Rise early 2018. This will be followed by an automotive and food-focused digital channels later in 2018.

In the first year itself, Veer by Discovery and Rise by TLC will offer consumers 100+ hours of original content in India. The former will have 'Breaking Point franchise,' 'Battle Ops' and 'Women Fighter Pilots' while the latter will have 'The Poetist,' 'Trolled,' and 'Kings vs Queens' among others. This content will be segregated among mid and short-format digitally as well as on its linear channels (Discovery and TLC).

DCIN has identified a big market opportunity in this space in India which has no major at scale digital/mobile-first channels and all OTT services mostly offer long-form linear content on digital even though the consumption trends indicate that 76 per cent of all online videos watched is short-form (less than 10 minutes long).

Instead of opting for the OTT route, Karan Bajaj, Senior Vice President & General Manager, Discovery Communications India, went for a different approach as he didn’t want to play the ‘aggregator game.’ He said, “We are thrilled to take Discovery digital in India and accelerate engagement with the growing base of young consumers who are increasingly snacking short form content. These passionate communities form an integral part of the consumption pattern across digital media and we see this trend accentuating further in future. Our digital channels will help us ramp up reach across linear and digital platforms by almost three times making it an irresistible proposition for the advertisers who will now have the option to reach out to premium consumers across our linear network and presence across the most popular social and mobile platforms.”

Zulfia Waris, Vice-President, Premium & Digital Networks, Discovery Communications India, said, “The clutter breaking digital-first content proposition of VEER by Discovery and Rise by TLC is designed to help us achieve our ambition of being the #1 mobile content brand in the country. These will be independent digital channels and not catch-up TV - from the best in the military to girl power to automobiles and world food, our aim is to create and nurture passionate interest-based communities with edgy world-class content that resonates.”

DCIN is positioning itself to launch and further develop these special-interest verticals across various social and mobile platforms while also nurturing and nourishing these audience communities with meaningful content. The initiative leverages the unprecedented growth of passionate online communities that is driving a sizeable 15 per cent of digital video consumption in India in the lifestyle/factual genre.

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