'DTamil's rebranding will bring more resonance of our product and brand in the market'
Megha Tata, Managing Director - South Asia, Discovery Communications India, discusses how they are going to create a distinction between Discovery and DTamil with unique content offerings for DTamil
Discovery Communications India unveiled the brand new avatar of its regional channel 'DTamil' last week, with a redesigned logo and a slew of wholesome entertainment. Along with this, the channel also announced the launch of two new regional series – 'Acham Yenbathu Madamaiyada', an adventure reality show, and 'Suvai', a light-hearted cooking competition.
Highlighting the golden hues of the revamped logo, the new look was unveiled on social media with the stunning Tamannaah Bhatia adding her ‘golden touch’. Being a cultural icon in the state of Tamil Nadu, the ‘Annapakshi’ motif in the logo serves as a connective point to the Tamil audience with their own culture and heritage. The new logo aims to evoke the feeling of family-friendly content that’s progressive, aspirational, and deep-rooted in Tamil culture.
Speaking on the rebranding, Megha Tata, Managing Director - South Asia, Discovery Communications India, shared, “In September 2019, we decided to focus more on unique content offerings for Tamil Nadu market because we wanted to create differentiation in the offerings curated for DTamil and Discovery, which also has Tamil language feed offering. The content curated for DTamil is not being shown anywhere else, even on Discovery, TLC, or on any other channel. It comes from the same library but is a different kind of content that we curate specifically for DTamil. Because of this, we experienced great traction on our numbers that grew by 58% in GRPs and 30% in terms of reach. Clearly, there was an audience wanting to be served local content, which we managed to get through our localization strategy.”
Tata also explained how some of the shows on the channel last year worked really well, such as a show with the comedian Karunakaran and 'Into The Wild' with Rajnikanth.
“Into the Wild with Rajinikanth helped grow our ratings as well as reach in the market. After a year and a half, we realized the need to refresh and rebrand our logo because we thought it was missing a bit of drama and wasn't well resonating with the audiences, so we made that change with color that resonates well in the market. Our branding and communication will be in that color palette now. We also roped in Tamanna Bhatia to unveil our new logo. We believe that rebranding will bring more resonance of our product and brand in the market. We are launching the logo along with the two new shows, Acham Yenbathu Madamaiyada and Suvai,” said Tata.
With shows that appeal to every member of the family, DTamil’s range of content spans across multiple genres including reality, adventure and family cooking shows. With its dynamic and diverse content, the channel intends to reach out to audiences who wish for novelty and need a break from the mundane routine, who aspire to accomplish something in life and enjoy the thrill and excitement of mission accomplishments, love impressive stunts and live vicariously through shows.
Talking about the lockdown impact and monetization, Tata told that the viewership grew huge on the Discovery networks, during the pandemic, including DTamil. “The audiences were there to watch but the monetization had been a challenge that year. However, it now started picking up momentum even for DTamil and we have good traction from some of our clients which came on board. Also, we had an overall growth in the advertisers' base. We have clients like Byju’s, Kia Motors, HUL, Kellogg’s, Colgate, Asian Paints, and these are new brands and advertisers on the channel which were not there before. It's a good story for us.”
She also shared that along with these brands, retail was the new category that grew for the channel. “We were not big on retail but it grew from less than 10% to more than 30% now,” added Tata.
She further added that, of the overall advertising base, the channel has 70% of national advertisers and the rest would be local advertisers. “I am hoping that ratio will grow further. We are not competing with the GECs because that space is very different but we feel that there is a wide space for a product like DTamil which is very localised and curated only for that market. It also widens our opportunity to grow the retail player for us.”
Last year, the broadcast industry was adversely impacted by the pandemic, especially in the first and second quarters. Since the third quarter, the overall advertising base started showing some growth. She added, “We can see the industry recovering from the third and fourth quarters last year and also during the quarter one of this year, but many of these depend on the ground reality. As of now, we are on a growth trajectory from revenue and rates points of view.”
With the launch of the channel's new identity, the network intends to increase its base of advertisers and reach among the audiences. “We want to grow the channels’ base in terms of GRPs, and reach, because that’s where the advertisers will increase their spend on and hopefully that will help us to strengthen our association with retail advertisers as well.”
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