Discovery JEET scraps original programming

The newest of Hindi entertainment channels, Discovery JEET has decided to drop its original programming after a poor run in its ratings.

The channel is expected to cease operations of 15th May, with current shows being replaced with international programmes dubbed in Hindi.

A spokesperson for the channel told IWM Buzz said, “Discovery Communications India has experienced an impressive double-digit growth in Q1 of 2018 riding on multiple new initiatives including the launch of new digital products and the revamp of Discovery Kids. We remain bullish about our growth path in India and ambitious to continue to scale in this important market.

Our attempt to create a new category in the GEC space with Discovery JEET’s ‘purpose-driven, fact-inspired entertainment’ has not resonated with linear audiences in the way we had hoped. We remain very proud of the channel and undeterred by the inevitable challenges that come with driving an ambitious growth strategy in a market such as India. With Scripps pipeline, we now have double the size of content and formats at our disposal to help find the right formula of locally relevant programming for our portfolio.

True to one of the core attributes of its brand, Discovery has always and will continue to drive innovation and disruption around the world.”