As part of the partnership with Discovery Communications, Netflix is set to stream content from the soon-to-be launched Hindi general entertainment channel, Discovery Jeet.
The new channel, which will go live Feb. 12, will be the flagship for the network’s ambitious investment into original local productions in India, super serving super fans and nurturing communities around a range of program genres, including true crime investigations, small-town heroes and gritty survival, according to a press release.
Discovery Jeet, which will be available in Hindi, Tamil and Telugu, hopes to break the clutter in the Hindi general entertainment category and reach a wider audience with fresher content.
It aims to do so with a vibrant programming lineup that includes “Swami Ramdev: Ek Sangharsh,” a scripted biopic series tracing Baba Ramdev’s fascinating and inspirational journey from a life of anonymity to national icon, international cult figure and now a business mogul, “21 Sarfarosh: Saragarhi 1897,” an action-packed, scripted drama series about one of the greatest, yet largely uncelebrated, last stands in Indian military history, and “Gabru: The Birth of Hip Hop, a scripted series on the rap and hip-hop revolution that has taken India by storm.
“Discovery Jeet is the biggest ever attempt with ‘purpose at scale’ in the Indian entertainment space. We have done our research, evaluated India’s zeitgeist and created an entertaining yet purposeful content philosophy which will touch the heart of Indians across the country,” Karan Bajaj, senior vice president and general manager of South Asia for Discovery Communications India, said in a statement. “The exciting content proposition, the never-before reach at launch, and a disruptive marketing campaign makes us confident about the success of the channel.”
“With the channel’s new home on Netflix, more audiences will be able to enjoy captivating stories with a distinct Indian flavor across more screens and devices than ever before,” Bajaj added.