The space of OTT platforms is getting sweeter by the day, with perhaps the most trusted real-life entertainment network – also India’s biggest in its genre – Discovery Communications India, launching Discovery Plus with a differentiated product offering of premium real-life entertainment.
Consider: Aggressively priced at Rs 299 per year for an offering of thousands of hours of exclusive content across more than 40 genres including Science, Adventure, Food and Lifestyle, in 8 languages including Hindi, English, Tamil, Telugu, Malayalam, Kannada, Bengali & Marathi. Premium subscribers will have access to a large selection of never-seen-before Premium Discovery titles, must-watch documentaries, India originals and exclusive acquisitions. And remember – the real-life entertainment space enjoys a passionate following amongst a large community of fans who mainline on infotainment- and knowledge-driven entertainment.
Discovery Plus will offer never-seen-before premium shows in 40+ genres including Science, Adventure, Food, Lifestyle & many more
Superstar Rajinikanth’s TV debut show – ‘Into The Wild With Bear Grylls’ will be launched first on Discovery Plus
Priced at Rs. 299 a year, Discovery Plus will reach out to core infotainment consumers in the initial phase
Launches with one-of-its-kind rewards in association with Google Pay
Discovery Plus: Great launch timing
Discovery Plus has arrived on the crest of strong and continuous growth in infotainment consumption
Additionally, what makes the launch timing very sweet is that the parent has dished out to the new service, a massive subscription hook. The Discovery Plus launch precedes by just a week, what to our mind is the TV debut of the decade in India – that of Superstar extraordinaire ‘Thailava’ Rajinikanth, who will be seen on Into The Wild With Bear Grylls.
Rajinikanth’s TV debut show will be available first to Discovery Plus viewers — 6 am on Monday, the 23rd of March 2020, 14 full hours before it premieres on television at 8 pm.
Fourteen hours is like a lifetime for Rajinikanth’s fans to seek out their icon’s new episode on Discovery Plus’ premium service, which will also exclusive videos including Behind The Scenes for Thalaiva’ s fans.
Promoting the fan frenzy
Free users of the app will have access to all-time favorites from the Discovery library.
Also, a unique destination titled ‘Shorts’ will feature hundreds of free short-form videos that will satisfy the new and emerging Indian mobile user looking for infotainment on the go. Literally, tiny little beautiful snippets from great shows for the equally tiny ‘attention-spanned’ youth of today.
Ultimately, this app, developed and curated especially for India, will present content curated from the world’s most trusted content brands such as Discovery Channel, Animal Planet, BBC, TLC, Discovery Science, Discovery Turbo, ID, Food Network, HGTV, Cooking Channel, Travel Channel, DIY Network, Motortrend and VICE.
So it’s a strong D2C offering of the best made-for-digital variety, and at the attractive price point of Rs 299 a year. Considering which, in the initial phase, the company justifiably plans to reach a 25 million-strong base of core TV infotainment consumers across Tier I and Tier II towns (defined as those who watch more than 3 hours of infotainment every month).
Another engagement sweetener from Discovery Plus – with Google Pay
Discovery Plus is launching with one-of-a-kind rewards with India’s leading mobile payments app, Google Pay. Google Pay users who tune-in to the premiere of Into the Wild with Bear Grylls featuring Rajinikanth on March 23rd at 8 PM on Discovery can match the audio for the first four minutes of the show or the promos leading up to the show with Google Pay’s ‘On-Air’ feature, and get a reward upto 100% off on Discovery Plus annual subscription price. (On-Air is a feature on Google Pay which lets users scan audio within GPay and earn rewards if their scan matches a target audio. New to Google Pay users can simply download the app to enjoy different types of rewards.)
Simon Robinson, President APAC & CFO International, Discovery, Inc., said, “Globally, we are observing healthy trends from direct-to-consumer businesses and Discovery Plus, with its India focused strategy, is a valued addition.
“The launch of Discovery Plus is a significant development for our business in India and reflects our commitment to this critical market,” Robinson said.
Megha Tata, Managing Director – South Asia, Discovery, said, “The consumer is spoilt for choice in the scripted content space but doesn’t have a dedicated offering in the unscripted space – a place we intend to fill with the launch of Discovery Plus.
“Our large global library of 300,000 hours of premium content and expertise in owning passionate communities will give us a huge competitive advantage in the digital domain,” Tata said.
“In a digital world that’s laden with hours and hours of scripted content, Discovery Plus offers a unique and untapped opportunity for us to build on the trust of the flagship brand and offer content that truly powers people’s passions across verticals as varied as Adventure, Science and Lifestyle to name a few,” said Issac John, Business Head – Digital (South Asia), Discovery.
“Over the next 12 months, the lineup includes premium content across all our key genres such as Into the Wild with Rajnikanth, Expedition Unknown, Coronavirus: The Silent Killer, Food Factory, Mythbusters, Wild Karnataka and Project Runway, among many others,” John said.
Discovery Plus Content
Thousands of hours of marquee programs featuring our top talent like Bear Grylls (Running Wild with Bear Grylls, Man vs Wild), Josh Gates (Expedition Unknown), Jeremy Wade (River Monsters, Mighty Rivers), Ed Stafford (Into the Unknown), Buddy Valastro (Cake Boss) and many more
4,000+ hours of content at launch spanning across 40+ genres in the language of your choice
Kids-friendly shows like Through the Wormhole with Morgan Freeman, Crikey! It’s The Irwins,Kids Baking Championship, The Cute Ones, How Do They Do It? The Great Indian Factory & more
Hundreds of blue-chip documentaries and specials – Racing Extinction, First In Human, The Great Migration, Terra, Sherpa, India Emerges: A Visual History, Apollo: The Forgotten Films
Exclusives and all-time favorites like Body Hack, Say Yes to the Dress, Food Paradise, Cake Boss, Gold Rush, Savage Family Diggers, Chopped, American Chopper, Deadliest Catch and more
#MindBlown – a curated destination featuring learning focused collections of kids-friendly science and wildlife content
Developed, curated and priced for India market
Discovery India has conducted multiple consumer researches to find cues to develop a truly diffrentiated product. In a nationwide research conducted across 10 cities, 62% of consumers indicated that they are keen to subscribe to a product that will offer interesting knowledge about the world.
Also, research from Vidooly indicated that interest in core categories of factual and lifestyle entertainment on YT, the world’s largest streaming platform, went up by 36%, contributing to an overall 70bn views in 2020. This growth and increase in infotainment consumption has been proven in the consumption pattern of the Discovery Plus destination on Daily Hunt App, where over the last 12 months, more than 40 million consumers have viewed Discovery short-form videos.
It’s interesting to be rare, but rare to be interesting
Discovery’s research clearly shows that even though consumers are happy with their current entertainment products, there is still a need for a trusted product that helps them stand out among their peers and that will teach them interesting things about the world. They expressed the need that in various situations in life, knowing something interesting about the world makes them seem smarter and helps them progress in life. This specific need combined with the trust of the Discovery was a strong reason for consumers to prefer Discovery Plus as an app of choice on their mobiles.
App interesting toh AAP interesting
Discovery has launched a targeted marketing campaign ‘App Interesting toh AAP interesting’ to connect with consumers across the country. Discovery’s network of channels including Discovery, Animal Planet, TLC, DSPORT, Discovery Kids DTamil, Discovery Science, Discovery Turbo, Discovery ID reaches 164** million [per BARC India (India 2+ , Jan 2020)] consumers on a monthly basis and all will promote the newly launched service. In addition, Discovery has planned a strong and targeted digital campaign to reach out to infotainment genre seekers.