In Conversation With | Evaluating the growth of ID with Rahul Johri

Indian broadcast industry is one such space that is known to evolve and change at a rapid pace. Well, past few years saw the growing demand of specialized channels in Indian television sector. With an aim to cater that need and demand Discovery Networks launched another channel from its bouquet Investigation Discovery in mid-2014. ID indeed is the only Hindi entertainment channel in the country focused on crime based shows. Aimed at the passionate Indian viewer, ID features fascinating true stories of human nature.

In less than a month of its launch, ID has established a strong position in the Indian television industry and is experiencing continuous increase in viewership across the country. With the growing need for shows based on crime genre in Indian entertainment sector, ID is being the sole player in market with female as the target audience. Breaking the Saas-Bahu monotony, in comparison to other General Entertainment Channels, ID has offered entirely unique and thought provoking content to its viewers.

To get deeper insights on the growth, evolution and roadmap of the channel, Adgully caught up with Rahul Johri, Executive Vice President and General Manager, South Asia & Southeast Asia, Discovery Networks Asia-Pacific

Adgully: ID was launched early this year, how would you like to define its journey so far?
Rahul Johri: Indian viewers have immense appetite to watch true investigation and crime based narratives if presented in an entertaining way. Filling this gap in the television industry, ID was launched earlier this year. The channel has been appreciated since its launch for its differentiated and unique content. Offering a complete prime time line-up of shows, ID is targeting 15 plus female and male audiences across SEC (socio-economic classification). ID caters to the entertainment demands of both individual and families in India.

Adgully: Since it’s the only Hindi entertainment channel that is focused towards crime and investigative shows, what challenges did you face? Also, ID is claimed to be the only one in the genre what kind of competition did you face?
Rahul Johri: It was challenging to position ID as the television space has been ruled by daily soaps with very little differentiation between programs on different channels. Today’s viewer is aware and wants to watch television of his choice at a time suitable to him. ID caters to this need by offering distinct, refreshing and differentiated content, programmed and scheduled as per the Indian audience's preference.

Adgully:  Was it difficult to build a strong reach?
Rahul Johri: Following the immediate success and audience absorption, ID has gained pan-India availability with presence across Digital and Analogue platforms including Tata Sky, Dish TV, Airtel, Videocon D2H, Siti Cable, Hathway, DEN, GTPL, In-Digital and Digi Cable.

Adgully: How much has the viewership for ID increased since its inception?
Rahul Johri: ID has successfully expanded the Hindi entertainment genre and the channel currently reaches 28 million subscribers in the country. The channel is being viewed by 7 million people every week.

Adgully: With broadcasting industry becoming robust and aggressive day by day in terms of launching new channels etc. what are your expectations from 2015?
Rahul Johri: Indian broadcasting industry is on the cusp of a transformation.  Undoubtedly, digitization has been the biggest change the industry is experiencing. It will help drive up the value of differentiated and high quality content and thus will naturally benefit ID.  We support this drive and believe it will be a milestone achievement for the country and generate higher value for all stakeholders especially the viewers.

Adgully: What shows worked for you till now?
Rahul Johri: ID has created a variety of genres within the investigation genre ranging from Missing/Kidnap, Homicide, Cheated, Twisted Minds and Evil Kin. Intriguing programs covering these genres are scheduled according to the viewers’ demands between 8PM and 11PM every day.

Adgully: What kind of shows would we be seeing coming?
Rahul Johri: We are planning to present a captivating line up of series covering Homicide and Twisted Minds, amongst other genres. These include: A CRIME TO REMEMBER that invites viewers to step into the past and unravel the intricacies of real-life murder cases of the ‘50s and ‘60s; YOUNG, HOT & CROOKED that reveals how the most privileged upbringings can lead to the most intricate crimes. Each episode exposes a scandalous crime committed by the most unsuspecting criminal and uncovers what drove them down a crooked path and DEAD OF NIGHT that explores the dark side of cities when the sun goes down. Follow the stories of perpetrators and victims who meet on the dance floor or at the bar. As the sun rises and daytime returns, so does reality, which is when the detectives arrive to clean up the mess.

Some of the most captivating series on ID include ‘Disappeared’ that follows the unpredictable twists of missing person cases and tracks investigations aimed at solving how and why people simply vanish. ‘who the (bleep) did i marry?’ explores the shocking hidden secrets of spouses; In ‘Blood Relatives’, watch family members who get along very well on the outside but hide a lot more beneath the surface – jealousies, resentments and betrayal that inevitably leads to the unthinkable – a murder. | By Aanchal Kohli | Twitter: @aanchalkohli