Discovery Communications India entered the world of Hindi general entertainment channels (GECs) with promising five hours of programming band daily but only in a span of three months, the channel decided to put a full stop to its original programming.
When exchange4media reached to Discovery Communications India, the spokesperson said that the broadcaster has experienced an impressive double-digit growth in Q1 of 2018 riding on multiple new initiatives including the launch of new digital products and the revamp of Discovery Kids. “We remain bullish about our growth path in India and ambitious to continue to scale in this important market,” stated in a statement.
It further mentioned, “Our attempt to create a new category in the GEC space with Discovery JEET’s ‘purpose-driven, fact-inspired entertainment’ has not resonated with linear audiences in the way we had hoped. We remain very proud of the channel and undeterred by the inevitable challenges that come with driving an ambitious growth strategy in a market such as India. With Scripps pipeline, we now have double the size of content and formats at our disposal to help find the right formula of locally relevant programming for our portfolio. True to one of the core attributes of its brand, Discovery has always and will continue to drive innovation and disruption around the world.
According to the industry sources, the shows airing on the channel will go off air by next month and the channel will not shoot any original show. Also now the channel is planning to get its international shows to India.
Shows like Swami Ramdev: Ek Sangharsh’, ‘21 Sarfarosh: Saragarhi 1897’, ‘Mere Papa Hero Hiralal’ and many more failed to garner positive ratings for the channel. Therefore the decision of shutting down the original content came into the picture. – Exchange4Media