Broadcasting firm Discovery Communications today said it will launch its first Hindi entertainment channel 'Discovery JEET' in India later this year.
Discovery is scaling up investment in over 200 hours of local content originals which will premiere on this new channel, Discovery Communications said in a statement.
Commenting on the development, Discovery Networks Asia Pacific President and MD Arthur Bastings said: The expansion into general entertainment with JEET redefines how Discovery will connect and interact with new young audiences across the heartlands of India.
The new channel would be available for audiences in the metros, tier II and tier III cities.
The channel, which will hit screens later this year, will have programmes based on heroic characters and their tales of achievement, among others.
"JEET marks an important milestone in our continued commitment to entertain and inspire India's young minds," Karan Bajaj, Discovery Networks Asia Pacific SVP and GM South Asia, said.
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