Discovery to launch digital channels 'VEER by Discovery' and 'RISE by TLC'

These will be followed by specialist automotive and food-focused mobile-first channels later in the year.

Discovery Communications India (DCIN) announced that it plans to launch direct-to-consumer, social and mobile-first channels in early 2018. The new mobile-first channels will focus on four core-interest areas - 'Military', 'Girlist', 'Automotive', and 'Food'. The first two channels to launch will be VEER by Discovery and RISE by TLC in Q1, 2018. These will be followed by specialist automotive and food-focused mobile-first channels later in the year.

DCIN has partnered with YouTube, Reliance Jio and Vodafone Play to optimise the launch of these channels and maximize their reach across social and mobile platforms.

(From L-R) Karan Bajaj, Zulfia Waris and Vednarayan Sirdeshpande at the launch of Discovery Communications India Digital ChannelsTalking about the initiative, Karan Bajaj, senior vice president and general manager, Discovery Communications India, says, "We are thrilled to take on Discovery digital in India and accelerate engagement with the growing base of young consumers who are increasingly snacking on short-form content. These passionate communities form an integral part of the consumption pattern across digital media and we see this trend accentuating further in the future. Our digital channels will help us ramp up reach across linear and digital platforms by almost three-times, making it an irresistible proposition for the advertisers who will now have the option to reach out to premium consumers across our linear network and presence and across the most popular social and mobile platforms."

Zulfia Waris, vice-president, Premium & Digital Networks, Discovery Communications India, adds, "The clutter-breaking digital-first content proposition of VEER by Discovery and Rise by TLC is designed to help us achieve our ambition of being the #1 mobile content brand in the country. These will be independent digital channels and not catch-up TV. From the best in military to girl-power, automobiles and world food, our aim is to create and nurture passionate interest-based communities with edgy world-class content that resonates."