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Discovery Communications on Tuesday said it plans to roll out a Hindi general entertainment channel in India later this year. The company said with this new channel launch, it is scaling up its investments in over 200 hours of local content originals.
The channel will be called Discovery JEET, and will be targeted at young male audiences in the metros and tier-2 and tier-3 towns.
“The new channel will be the flagship for the network’s ambitious investment into original local productions in India, superserving superfans and nurturing communities around a range of programme genres, including true crime investigations, small-town heroes and gritty survival,” the company said in a statement.
Arthur Bastings, President & MD, Discovery Networks Asia-Pacific, said, “The expansion into general entertainment with JEET redefines how Discovery will connect and interact with new young audiences across the heartlands of India. JEET is fun, relatable, and exciting and brings to life the captivating, real stories of India’s own in a manner never seen before.”
The programming line-up for the channel that will hit screens later this year includes a 65-episode biopic series on Baba Ramdev.
Karan Bajaj, SVP & GM, South Asia, Discovery Networks Asia-Pacific added, “JEET marks an important milestone in our continued commitment to entertain and inspire India’s young minds.”
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