Discovery Communications India (DCIN) on Thursday announced plans to launch direct-to-consumer, social and mobile-first channels in early 2018. The new mobile-first channels will focus on four core-interest areas - 'Military', 'Girlist', 'Automotive' and 'Food'. The first two channels to launch will be VEER by Discovery and RISE by TLC in the first quarter of next year. These will be followed by specialist automotive and food-focused mobile-first channels later in the year, read a statement.
DCIN has partnered with YouTube, Reliance Jio and Vodafone Play to optimize the launch of these channels and maximize its reach across social and mobile platforms. Karan Bajaj, Senior Vice President and General Manager, DCIN, said: "We are thrilled to take Discovery digital in India and accelerate engagement with the growing base of young consumers who are increasingly snacking short form content.
"These passionate communities form an integral part of the consumption pattern across digital media and we see this trend accentuating further in future." Bajaj is hopeful the digital channels will help the company ramp up its reach across linear and digital platforms by almost three times, making it an "irresistible proposition for the advertisers". As far as the content is concerned, it will range from the best in the military to girl power to automobiles and world food, said Zulfia Waris, Vice-President, Premium and Digital Networks, DCIN.
VEER by Discovery will have content about brave armed forces, and will be launched on January 26, while RISE by TLC will be a digital first channel for women, by women -- and with storytelling on 'girl power'.
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