DTamil will have a very different look and feel as compared to Discovery Channel which is available in eight language audio feeds- Tamil, English, Hindi, Telegu, Kannada, Malayalam, Marathi and Bengali.
The move is aimed to maximise viewership across time-bands with family-friendly formats including comedy, crime, early prime programming to make it a truly differentiated brand. Discovery India has initiated these changes keeping in view the importance of Tamil Nadu, a market with the highest regional affinity, with a strong GEC presence.
Discovery India added that its consumer study across India, including Tamil Nadu, helped in understanding consumer need gaps. The learnings from the state of Tamil Nadu clearly pointed towards an infotainment cum entertainment network. The channel started incorporating the learnings and it claims that the results are already visible with DTamil’s viewership increasing by 51% over the last four weeks with any marketing spends.
Discovery India director content, factual and lifestyle entertainment Sai Abishek commented: “We are excited with how the new proposition of DTamil is shaping up. It is an interesting strategy – one which leverages our strengths and offers us a long-term scale-up of DTamil.”