GECs
Discovery Jeet gets good spread at launch
MUMBAI: Discovery Jeet, the latest entrant from Discovery Communications India, makes its debut in the Hindi GEC genre with a Chrome OTS of 66.6% translating to 54.5 million households across a universe of 81.9 million households in Urban India. Within the Hindi speaking markets, this translates to an OTS of 78.1% equivalent to 45.4 million households across an HSM universe of 58.2 million households. Within the 6 metros, this translates to an OTS of 72.6% equivalent to 22.4 million households – As per the Chrome DM data at 1pm, 12-02.2018. (While the channel has got its distribution in rural households, the data is not represented in this current study. The number would be much higher if one were to take the figure for both Urban+ Rural ).
For a perspective, a comparative analysis on the availability of Discovery Jeetvis-à-visStar Plus and Star Bharathasbeen done,the following are its numbers:
OTS is the actual census based, percentage connectivity of a channel covering 168 million homes, reported by Chrome Data Analytics and Media, spread across Analog cable, Digital Cable and DTH. The same is updated and reported to 400+ channels on a daily basis in Chrome Track 2.0.
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
