Discovery JEET to re-evaluate programme strategy?

Raj Baddhan

Senior Editor


Discovery JEET is reportedly re-evaluating its programming strategy after its poor launch last month.

IWM Buzz reports that the channel had an interesting number of shows but none of them have been able to leave their mark. There have also been industry murmurs that the channel could face closure if it doesn’t pick up in popularity.

A source told the publication, “The GRPs have been disappointing hovering around 4.5 to 5, setting the cat among the pigeons. Now, the think tank has been busy with some serious rejig discussions.”

An industry source said, “Discovery was banking on the brand name. However, the marketing campaign of JEET being a GEC did not get through to the masses. Many felt the content would be docu drama. Furthermore, the shows are mostly topical, difficult to compete with ‘used to’ saas bahu saga consuming Indian audience. Gabru and Man Vs Wild are superb shows, but got completely rejected by the masses. The channel needs a serious rejig as it focused on the content rather than the product.”

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