Discovery JEET roars a week before launch riding on rousing reception to its clutter breaking content
Unprecedented consumer engagement as content trailers achieve record high completion rate of 65% on YouTube and 40% on Facebook
100 million views on YouTube and Facebook in just 2 weeks
Discovery JEET’s differentiated and purpose driven entertainment philosophy attracts premium advertisers to its fold. Achieves pre-launch inventory sales targets.
Discovery JEET, the soon to be launched general entertainment channel from Discovery Communications India (DCIN), is getting rave reviews for its differentiated, clutter breaking content. The channel which will launch with highest ever distribution of more than 100 million households in the history of GECs in India, and has already signed Netflix as the exclusive global OTT platform, added a new feather to its cap a week prior to its commercial launch on February 12, 2018. The company announced unprecedented consumer engagement for the entertainment domain with content trailers of Discovery JEET achieving record high completion rate of 65% on YouTube and 40% on Facebook. This is more than double the industry benchmark of 30% completion rate on YouTube and 20% on Facebook.
The company further announced that Discovery JEET’s content led trailers have cumulatively delivered more than 300 million impressions, more than 100 million views in just over of 2 weeks on YouTube and Facebook. Infact, just the two trailers of 21 Sarfarosh and Swami Ramdev Ek Sangharsh have crossed 50 million views on YouTube and Facebook. This week, Discovery JEET will release another 100+ pieces of digital content, with an aim to further intensify its reach on digital and give consumers a glimpse of range of content on offer.
Discovery JEET’s truly inspiring and differentiated content philosophy has found many natural partners and helped achieve pre-launch inventory sales targets. The channel’s brand led partnership approach has seen multiple brands from major conglomerates including Reckitt Benckiser, Hindustan Unilever Limited, Marico, Mondelez International, Johnson and Johnson, Yellow Diamond and Quickheal come on board even before the launch.
“We started speaking about entertaining and inspiring content in all our sales pitches a while ago, but the moment we started showcasing rushes of our shows to advertisers, the response started to change dramatically as they were able to experience Discovery JEET’s line-up of dramatic, compelling stories of real, relatable characters presented in a cinematic, larger than life format,” said, Karan Bajaj, Senior Vice-President & General Manager- South Asia, Discovery Communications India. “We are enthused with the response that Discovery JEET has been able to garner from the consumers, the advertising community as well as the affiliate partners. We will be dialing up an aggressive marketing campaign even further as we get closer to the launch of Discovery JEET.”
Discovery JEET is aiming to break the clutter in the Hindi GEC arena riding on purpose driven entertainment content. The channel will launch with 5 hours of programming band daily out of which 3 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 & Telugu languages.