Exclusive | Mystery and Myth all set to be unraveled on Discovery Kids!

Discovery Kids a channel known to offer entertainment ingrained with learning is all set to launch a new and exciting experience for kids with its first local production– MYSTERY HUNTERS INDIA. Demystifying intriguing myths, MYSTERY HUNTERS INDIA will unearth the answers to the hidden and unexplained mysteries from Maharashtra, Uttar Pradesh, Madhya Pradesh, Tamil Nadu, Kerala, Rajasthan and Delhi amongst other states. Pairing a bright young boy and a girl - Himanshu and Apoorva, MYSTERY HUNTERS INDIA will travel the length and breadth of the country to explore and delve into the tales which have bewildered people for ages. Assisting Mystery Hunters Team is Mantra aka Doubting Dev, the resident skeptical scientist back at the Mystery Hunters lab. The trio will take viewers to explore the myriad places in India and unfold the reality about archaeological wonders, cursed towns, intense forests and much more. Armed with video cameras and instincts, Apoorva and Himanshu gather facts, meet the experts and present explanations. To promote the series, Discovery Kids has launched an exciting contest as well for the viewers based on the mysteries captured in Mystery Hunters India.

Other myths that will be investigated in Mystery Hunters India include a particular place in  Ahmedabad where a  partially destroyed pillar seeks the answer to why the Jhulta Minar sways. The duo also find out tricks to capture and control the snakes from a real snake charmer. Also divulged are strange facts about the Fig fruit with tiny wasps inside it and  strange paintings and markings in rock shelters of Chhaturbhujnath Nala which the locals believe have been made by jungle monsters and demons.

Definitely an interesting, informative and an unusual offering for children from Discovery Kids.

Adgully caught up with Rahul Johri, SVP & GM – South Asia, Discovery Networks Asia Pacific to learn more about their new show, how it will be unique from most other shows presently on air, their marketing strategies, how they intend enriching and transforming lives of children in India and some of the contests held by the channel to engage with the children . Following are some of the excerpts from the interview:

Discovery Kids will soon be launching –Mystery Hunters India which will be a unique offering from the channel for nearly 370 million kids in India. The channel is now available all across the country through Tata Sky, Airtel, DTH, Reliance and Videocon. Elaborating on this Rahul Johri said that providing variety has always been their main focus. “The idea behind starting an Indian production is to entertain our viewers with localized content as well, along with international content as we always believe content is what draws interest of audience. We have started localizing through our first Indian production Mystery Hunters. Across India there are lots of stories and myths and these two great kids Apoorva and Himanshu who are extremely curious and bright will tell you about these mysteries. Kids no matter where they are always very curious about their surroundings. ” Mystery Hunters has been running quite successfully in U.S.

With regard to their marketing plans and content strategies for this new show he said that Mystery Hunters is being promoted through an interactive contest. It will be a very wide contest going through more than 10,000 schools across the country. They prefer to connect with kids directly instead of putting hoardings across cities. They have also launched an exciting contest for the viewers based on the mysteries captured in Mystery Hunters India. Kids can participate by sending their answers via sms by typing DISCOVERYKIDSA/B/C to 56161 or log on to www.dkids.co.in/contest and win exciting prizes from Discovery Kids.

When asked how they intend to balance animation content as well as live action on Discovery kids Johri said, “We offer both animation and live action programs. On animation based India centric programs, shows such as Sally Bollywood, Kim, Howzattt are already airing and are very much liked by kids as well as adults. Mystery Hunters is a live action series which we started shooting during the time we launched the channel.” He also informed that the show is ready now and they have gained distribution across the country for the channel.

It is the eighth channel in the Discovery India portfolio which promises to deliver fun and enrich and transform the lives of children in India. Sharing the programming formats planned by the channel for the year 2013 he said that they would continue their growth trajectory across the 8 brands that they have. They have no plans to launch any new channel as of now.  They are airing shows like Mystery Hunters and a new season of Sally Bollywood is expected soon. Maya which is the best show in animation will be airing in 2013. Explaining further Johri said, “These shows have done well and are totally different. We have great programming list to present to Indian kids. If you look at all landscape of the children’s programming running across the country, they are dominated by the animated, cartoon series as the entertainment show. There is no variety and no learning. So, this gap of entertainment and learning becomes the USP of Discovery Kids as this is the channel which provides both entertainment and knowledge.”

Mr Johri believes that it stimulates learning and imagination, and provides a safe environment that parents can trust. Discovery Kids offers its viewers a world of endless possibilities through informative and entertaining programming that explores adventure, nature, science, wildlife, history and technology. It’s about solving the curiosity of the young generation.

Elaborating about this production and what kids can look forward to in Mystery Hunters India he said the programme will be airing on Discovery Kids starting 22nd December. Johri added to say, “We have paired a bright young boy and a girl - Himanshu and Apoorva, who travel the length and breadth of the country to explore and delve into the tales which have bewildered people for ages. We also have Mantra (famous standup comedian) aka Doubting Dev, who uses his own brand of humour to conduct fun experiments and help solve mysteries.”

The inquisitive duo will uncover the truth behind the strange paintings in Madhya Pradesh, to get to the root of the existence of Pygmy elephants in Kerala considered extinct for over 200 years and many more such captivating mysteries. They will take viewers to explore the myriad places in India and unfold the reality about archaeological wonders, cursed towns, intense forests and much more. It will be a refreshing offering in the kids genre that will provide fun and transformative learning for kids in the age group of 4-11 years. Mystery Hunters India is based on the Apartment 11 format and produced by BBC Worldwide Productions.

How will it be different, given the channels’ commitment to offer a comprehensive viewing experience and cater to diverse demand of Indian kids today?  In reply to this he said, “This channel was launched with a mission to ignite kids imagination and cater to diverse demands of Indian kids. The programming formats will include highest-quality animation and engaging live action series under multiple genres such as adventure, mythology, nature, history and science ranging from iconic global content to multiple India-themed series.”

The channel will usher in a new wave of kids’ entertainment in India – one which will have them engaged and their parents satisfied.  This new show will entertain and inform children and parents like never before!

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