Discovery Communications India has renovated DTamil into an entertainment channel that will have best of programming, curated for family audiences in Tamil Nadu from across Discovery Network, including Discovery, Animal Planet, TLC, Discovery Kids, Discovery Science, Discovery Turbo and Scripps Networks Interactive.
DTamil will have a very different look and feel as compared to Discovery Channel which continues to dominate India’s infotainment genre with its highest quality non-fiction content available in 8 language audio feeds, including Tamil, English, Hindi, Telugu, Kannada, Malayalam, Marathi & Bengali.
DTamil has signed Tamil actor Karunakaran, in his maiden appearance on TV, as the host of ‘Asaalta Alaravidum Pullingo’, premiering on 16 November, 2019 at 1pm and 7 pm.
Discovery Communications India has initiated these changes keeping in view the importance of Tamil Nadu, a market with highest regional affinity, with a strong GEC presence. Discovery India’s detailed consumer study across India, including Tamil Nadu, helped in understanding consumer need gaps. The learnings from the state of Tamil Nadu pointed towards an infotainment cum entertainment network a channel which no one else except Discovery could offer. The channel started incorporating the learnings and the results are already visible with DTamil’s viewership increasing by 51% over the last 4 weeks with any marketing spends.
DTamil is targeting to maximise viewership across time bands with family friendly formats, including comedy, crime and early prime programming to make it a truly differentiated brand. The prime time 9 pm band will be focused on tentpole entertainment led by innovative food based shows like Cutthroat Kitchen followed by paranormal focused programming like Paranormal Witness and A Haunting at 10 pm.
The 6:00 slot has been earmarked with non-fiction programming with the worldwide popular show Toddlers and Tiaras. Kids related programming has also been scheduled in the morning hours and evening time at 5 pm with shows such as Little Singham, How Do Animals Do That? and Animals Unleashed.