Television

Discovery garners 89% genre share on premiere of 'Into The Wild with Bear Grylls & Superstar Rajinikanth'

It is the second highest rated premiere ever in the history of infotainment genre.

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MUMBAI: Discovery channel's premiere of Into The Wild with Bear Grylls & superstar Rajinikanth has created a record after the historic high touched by Man Vs Wild with Bear Grylls & PM Modi. According to channel, the premiere on Discovery Network (across 12 Discovery channels) delivered highest-rated TV show in the genre this year so far and second highest ratings in the history of the genre delivering an impressive four million impressions. The cumulative reach of the premiere across network was 12.4 million, solid 86 per cent higher than the previous four weeks. The premiere helped the network garner 89 per cent share in the infotainment genre. The slot viewership grew five times as compared to previous four weeks.

The simultaneous premiere of the show on regional entertainment brand DTamil grew the slot by 20 times and helped DTamil nudge ahead of leading channels including Colors Tamil, Jaya and Raj TV during the slot.

The show created huge buzz on the social media with #ThalaivaOnDiscovery reaching out to 1.41 billion individuals delivering 3.32 billion impressions (Source: Meltwater)

Into The Wild with Bear Grylls is an innovative new format inspired by Man Vs Wild, which is one of the most watched wilderness survival television series in the world. Last year, Man Vs Wild with Bear Grylls & PM Modi episode disrupted the Indian media landscape, establishing itself as the TV event of the year. Other than prime minister Narendra Modi, Bear Grylls has also hosted prominent celebrities in the past such as then sitting American President Barack Obama, Kate Winslet, Roger Federer, Julia Roberts and many more.

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