English Entertainment
Discovery to launch DMax channel in Germany
MUMBAI: Discovery will launch DMax in Germany in September 2006 in place of XXP, a free-to-air channel that the company acquired earlier this year.
The fact-based entertainment channel, DMax will focus on the lifestyles and interests of male viewers aged 20 – 49 and offers frank opinions, revealing insights and a fresh, thought-provoking perspective on contemporary life and the way we live today.
The channel will deliver the inside track on everything that is important to a predominantly male audience and will offer a broad range of locally and internationally produced content encompassing investigative documentaries, popular science, lifestyle, talk shows, real-life human interest stories, motoring and outdoor activities. DMax will occupy a unique position within the German media landscape as the only mainstream free-to-air fact- based entertainment channel.
Discovery Germany VP country manager Dr. Patrick Höerl said, “The launch of DMax represents a significant investment by Discovery to build a compelling free-to-air brand that serves an important and growing segment of the German television market. DMax will benefit from investment in content produced in Germany, a fortified technical infrastructure that extends the reach of the channel and increased marketing and programming staff.”
A significant investment will be made in programming for DMax consisting of both local German commissions and local and international acquisitions. It is expected that approximately 70 per cent of 2006 programming budgets will be invested in local commissions. DMax currently has over 1,000 new programming hours scheduled from launch in September until the end of 2006.
Discovery Germany VP ad sales Magnus Kastner says, “DMax has a unique and compelling channel proposition designed specifically to attract the young male audience advertisers want to reach. The fact-based programming provides advertisers with a contemporary and high-quality environment for their commercial messages.”
At launch, DMax will reach approximately 27 million households. The channel can be viewed on both analogue and digital satellite 24 hours a day and has extensive reach across Germany’s cable networks. DMax will be managed out of Discovery’s German offices in Munich by a growing team of media professionals.
Kastner joined Discovery Germany in May 2006 and is currently building a full-service advertising sales function for DMax, which will be comprised of more than 20 employees operating out of Munich.
English Entertainment
ZEE5 UK partners Narrative Entertainment to add UK channels
Six FAST channels added as platform sharpens hybrid play in Britain
LONDON: ZEE5 UK struck a first-of-its-kind deal with Narrative Entertainment, bringing mainstream UK television channels onto an Indian streaming platform as it pushes to deepen its footprint in a crowded, mature market.
The partnership adds six of Narrative’s FAST channels to the service, including Great! Movies, Great! Romance, Great! Mystery and kids brands POP, Tiny Pop and POP UP, widening ZEE5 UK’s appeal across genres and age groups.
The move reflects a clear shift in strategy. ZEE5 UK is betting on a hybrid model that blends on-demand content with curated, always-on channels to drive discovery and increase time spent on the platform.
“This partnership represents a meaningful evolution in how we serve audiences in mature markets like the UK, where viewers are defined by habits, convenience and choice rather than geography or language alone,” said Parul Goel, territory head, Europe, Zee Entertainment. “By bringing trusted mainstream UK channels together with our premium originals, movies and kids’ content, we are building a more consumer-centric platform that simplifies viewing while increasing depth and relevance.”
Fateha Begum, commercial director, Narrative Entertainment, said the tie-up would fuel growth for both sides. “Our portfolio of quality programming, with such wide and enduring appeal, is a perfect complement to ZEE5 UK. This is a strong partnership that will support growth for both parties, and we share Zee Entertainment’s vision of an increasingly partnership-led future for the industry.”
ZEE5’s global library spans over 4,000 films and more than 500 originals, with over 130 new titles added annually. The addition of Narrative’s channels strengthens its kids offering and introduces genre-led linear experiences alongside its on-demand catalogue.
The deal also gives Narrative access to ZEE5 UK’s fast-growing user base, extending reach without diluting brand identity, while reinforcing ZEE5 UK’s network of more than 40 live channels.
As streaming wars intensify, ZEE5 UK is widening its playbook, blending content, convenience and partnerships in a bid to win screen time in one of the world’s toughest markets.
