Discovery Communications is heading to India where the company will roll out a new entertainment channel Discovery JEET.
Slated for late 2017, the new channel will be the flagship for the network’s plan to invest in original local productions in India and build audience engagement through program genres including true crime, small-town heroes and survival. Discovery is investing in 200 hours of local original content which will bow on the new channel, which it says is targeted at young men.
So far, Discovery JEET’s slate is focused on scripted projects, including the biopic series Swami Baba Ramdev: The Untold Story, which traces Swami Baba Ramdev’s journey from a life of anonymity to national icon, international cult figure and business mogul; Saragarhi – India’s Bravest Day, a scripted drama series about one of the greatest the last stands in Indian military history and Gabru: The Birth of Hip Hop, a scripted series on the rap and hip-hop revolution phenomenon sweeping the country.
“We are excited to launch Discovery JEET, which will bring a new style of entertainment, with a truly local and bespoke focus. It borrows the best of Discovery’s ethos, seeded in factual and purpose- driven content, and leveraging global resources to mount it at a scale that delivers larger-than-life stories,” said Karan Bajaj, svp & gm, South Asia, Discovery Networks Asia Pacific, in a statement (pictured).