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Discovery Kids adds English feed

The foray into English is a natural progression as it looks at ways and means of further consolidating its business to be a top 3 player in the kids’ genre, says Uttam Pal Singh of Discovery Kids

Discovery Kids has added English language feed with an aim to increase penetration across markets in India and other SAARC countries. The channel is now available in Hindi, Tamil, Telugu and English.

Announcing the development, Uttam Pal Singh, Head, Discovery Kids, Discovery Communications India, said, “With our channel gaining popularity and offering content that 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.”

Quoting BARC ratings, Discovery Kids claims it has jumped to rank 4 in the highly competitive kids’ genre from rank 9 in 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)

The resurgence of Discovery Kids has been led by two shows – Bandhbuk aur Budbak and Little Singham. In fact, both the IPs feature among the top Indian IPs on air in the kids’ genre.

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