Discovery Communications India, the television network housing the Discovery, Animal Planet and TLC brands, announced its digital foray. Unlike its peers, however, the network is not going the video streaming platform route. Instead, it has announced the launch of digital/mobile-first channels starting January 2018.
The network will launch four digital-first channels, each for a different genre – military, food, automobiles and ‘girl power’. The first of these to launch will be a military themed channel called Veer. Followed by Rise, a channel with women-centric content, in the same quarter. The other two channels will launch in the following quarters. The network has identified an opportunity in that India has no major at-scale digital/mobile-first channel. All OTT services mostly offer long-form linear content on digital, though the consumption trends indicate 76 per cent of all online videos watched are short-form (less than 10 minutes long). The mobile-first channels from DCIN will have bespoke digital-first, mid-form and short-form content. In the first year itself, Veer by Discovery and Rise by TLC will offer consumers 100-plus hours of original content.