Discovery+ announced its foray into original programming, with Indian Originals for the local market earlier this month. The new content includes Mission Frontline featuring Rana Daggubati; Ladakh Warriors: The Sons of the Soil with Randeep Hooda as the narrator; Secrets of Sinauli: Discovery of the Century presented by Neeraj Pandey and Manoj Bajpayee as the host. The app will also be introducing six new live feeds of Discovery Network such as Food Network HD, Travel Channel HD and Eurosport HD from December 15. It has also tweaked its interface to be able to offer content to clusters which are passionate about a particular interest – be it adventure, nature, animals or investigation.
Speaking about its new content line-up of content, Issac John, Direct-to-Consumer Head - APAC, Discovery says, “As promised, we are launching our Indian Originals specially produced for heartland audiences who love and trust Discovery+ to offer them real-life entertainment and learning. These shows reflect the particular needs of our consumers who seek to be both entertained and informed.”
On the marketing strategy for the Indian Originals, John adds, “Even with our brand film, we tried to demonstrate why we are different. This is not a platform for idle time but it can help you grow and stay informed. Every step of our marketing is differentiated, be it the living room experience or the big learning festival which is to say that no other OTT can do what we do.” Since its launch in March, the platform has added over 600 shows and has grown at a rate of 60% month-on-month.