First quarter Ad Inventory for JEET oversold: Karan Bajaj, Discovery India
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.
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Discovery Communications India’s first Hindi general entertainment channel is all set to launch on 12 February. The channel has got premium brands on board. “ First quarter inventory is oversold,” said, Karan Bajaj, Senior Vice-President and General Manager- South Asia, Discovery Communications India.
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.
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. In fact, 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.
“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 Bajaj.
“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.”
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 the underdog winning. With an aim to be India’s first national GEC, Discovery JEET will be available in Hindi, Tamil & Telugu languages.
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.
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. In fact, 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.
“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 Bajaj.
“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.”
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 the underdog winning. With an aim to be India’s first national GEC, Discovery JEET will be available in Hindi, Tamil & Telugu languages.
