Discovery Kids adds English feed to increase penetration in India, SAARC
MUMBAI: Discovery Communications India’s kids channel Discovery Kids has added English language feed with an aim to increase penetration across markets in India as well as SAARC countries.
The channel is now available in Hindi, Tamil, Telugu and English languages. Discovery Kids has leap-frogged to Rank 4 in the highly competitive Kids genre from Rank 9 at the beginning of the year riding on 426% growth in TV ratings, (2-14, All India Urban, Week 1-4’18 vs Week 29 -32’18, BARC Ratings).
The resurgence of Discovery Kids has been led by two shows – ‘Bandhbuk aur Budbak’ and ‘Little Singham’. In fact, both the IPs feature amongst the top Indian IPs on-air in the kids genre. Little Singham is creating history across dimensions – the mobile game of Little Singham hit the No. 1 spot in the Arcade section by garnering 3 million downloads within the first two weeks of its launch.
Announcing the development, Discovery Kids head Uttam Pal Singh said, “With our channel gaining popularity and offering content which resonates so well with Kids, we have been inundated with requests to add English language feed to our portfolio. The foray into English is a natural progression as we look at ways and means of further consolidating our business with an aim to be a top 3 player in the kids genre.
“The addition of Telugu feed in April earlier this year helped increase our reach by over 50% in the state of Andhra Pradesh/Telangana. We expect that the English feed will help us penetrate deeper in select pockets in India as well as SAARC countries.”