The channel is expanding its content offering to reflect the new and emerging passions, desires and interests of the male audience
BestMediaInfo Bureau | Delhi | November 27, 2014
Discovery has transformed its existing channel Discovery Turbo into a premium English entertainment channel for men, expanding its content offering to reflect the new and emerging passions, desires and interests of the male audience. The first-of-its-kind 24-hour, multi-genre channel ‘just for males’ will beam into Indian homes from December 1, 2014.
Turbo hopes to fill the vacuum in the Indian television space by catering to the growing segment of men seeking to live life to the absolute fullest. The channel will give its male audience a life-changing inspiration and its content will push the boundaries of endurance, imagination and excitement. The refreshed Turbo brand will present content ranging from adventure, combat, DIY, hobbies, lifestyle, reality, trends, challenges and auto. A one-stop destination for everything cool, real and entertaining, the channel programmes will be presented by the world’s most ingenious, daring and eccentric personalities. An action-packed channel, the new Turbo will inspire the audience to attempt the impossible yet attainable.
The brand mantra ‘Men Like That’ will be demonstrated through the channel’s new logo, bold on-air presentation and, above all, through its cool programming and bold personalities such as Mike Rowe, Joel Lambert, Les Stroud, Gary Humphrey and Bill Wu.
Rahul Johri, EVP & GM – South Asia and Southeast Asia, Discovery Networks Asia-Pacific, said, “The refreshed Turbo will match the dynamic expectations of the Indian male audience seeking maximum out of every experience. The only specialised content channel in the English genre, Turbo reflects the promised benefits of digitalisation. The Indian television landscape is ever changing, and we have stayed ahead of the curve by recognising the evolving trends and addressing them by creating new television genres and distinct audience segments. With its widened content offering, Turbo will offer an increased value to the affiliates and advertisers.”
Launched in January 2010, Turbo is available across all platforms including DTH platforms like Tata Sky, Dish TV, Airtel Digital, Videocon D2H and Reliance Big TV and on digital cable such as Siti Cable, Hathway and DEN Networks.
The channel hopes to garner appointment viewing for its prime-time properties such as ‘Men at Work’ – where courageous, humourous and creative men step in and work their way through the unthinkable, ‘Kings of Cool’ – where men pull off spectacular feats of physical strength, implant thoughts and push the boundaries, ‘Turbo Boost’ – that promises to keep viewers on the edge and ‘Accelerate’ – which features high power, high octane, high voltage motoring content.
Delving into a world that sparks men’s passions, the channel will bring action to money-making endeavours. Viewers go inside the boxing world as five trainers work tirelessly to revive boxing in ‘The Fighters’. Viewers get to peek into the competitive world of bartering in ‘Dukes Of Haggle’ and follow money-making genius Doug Hopkins to know how the housing auctions work in ‘Property Wars’.
The channel’s adventure programming will include series like ‘Extreme’ which will give viewers an access to the most luxurious and opulent stuff from around the world; ‘Top Hooker’ - a reality fishing competition series that will see contestants battling each other in never-before-seen fishing challenges and ‘Deadliest Catch’ that will take audiences to rough waters to witness one of the world's most deadliest jobs. ‘Toughest Military Jobs’ will meet the people with the hard task of defending a nation and ‘Beyond Survival with Les Stroud’ will unearth the secrets of how remote indigenous tribes have survived in the wild for thousands of years.