Discovery India ramps up local content to 100 hours

In its efforts to attract more viewers, Discovery India, which celebrated its 20th anniversary in the country last month, has ramped up local content on its channels by producing around 100 hours in the current year, including programmes aired globally, from almost nothing a couple of years back.

“We are producing 100 hours of content this year, which is a significant amount in our category… zero to 100 hours in a very short span of time,” Rahul Johri, EVP & GM-South Asia, Discovery Networks Asia-Pacific told The Hindu .

India produces quality shows which find an audience outside the country too, he said. “Today, we are producing shows of quality which are travelling overseas and that is very important… that we be able to share our content globally. It gives you confidence to produce more,” Mr. Johri said, adding that Indian productions and local programming will continue to remain Discovery’s focus.

Discovery India’s documentaries of Humayun’s Tomb; Rann of Kutch, National Defence Academy and Himalayan Tsunami are some of the local productions that have been aired in markets such as Singapore, Hong Kong and Malaysia, among others.

Discovery, Mr. Johri said, spends about $ 2 billion a year on generating new content and has an active library of about 1,30,000 hours of content. On Monday, the Indian arm of the American network, will premier its new series – the lion queens of India, about the only female forest guards’ team in India in Gir.

From zero to 100 hours of airtime, the journey has been quick and noteworthy

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