Announcing the launch, Rahul Johri, senior vice president and general manager – South Asia, Discovery Networks Asia-Pacific said, “The viewership pattern in Tamil Nadu and rest of India is contrasting and demands customised product offerings. Our intensive research with the Tamil Nadu viewers has encouraged us to launch a dedicated new channel in their native language with focused programming. I am confident that both local and national advertisers targeting unique and quality audience will find the network a compelling advantage.”
When asked about creating customised content for the Tamil speaking audience, Johri informed that the network will initially focus on delivering content from their extensive library, and based on the response will consider creating content exclusively for the channel in the coming years. Observing that the network has successfully launched six other channels earlier in the country, he added that the learning from these past experiences would be immensely useful.
Sporting a new look, the channel will have independent advertising inventory, thus allowing local Tamil Nadu advertisers to buy network’s air time. The network believes that this will also be a strong advertising platform for national brands targeting Tamil Nadu audience. This channel will be available on both analogue and digital platforms.