Mumbai:The latest episode of Discovery channel, Into The Wild, featuring Akshay Kumar, has yet again created a new record for being the most watched show in the genre this year and at the same time emerging as the second most watched TV show in the history of the infotainment genre.
Discovery India's original show, Into The Wild with Bear Grylls, continues to create history on TV charts in India. The journey started with a special edition of Man vs Wild with Bear Grylls and Prime Minister Narendra Modi, which was billed as the TV event of the year.
It was followed by Into The Wild with Bear Grylls and superstar Rajinikanth and premiered earlier this year, generating record TV ratings and viewership for the brand new franchise at the time of premiere, creating immense buzz in India and other markets.
The enthusiasm reflected on Discovery Plus app as well, with Into The Wild with Bear Grylls and Akshay Kumar emerging as the most watched show on the app till date.
The show also generated 1.7 times more time spent per viewer as compared to other shows on the platform. Over the launch weekend, Discovery Plus was the #1 trending app on the Indian Google Play Store and the #2 Entertainment app on Apple App Store. Discovery Plus also crossed 5 million plus milestone on the Play Store as it also maintained its strong growth since launch in March 2020, creating huge buzz on the social media with #KhiladiOnDiscovery reaching out to 1.31 billion individuals delivering 2.9 billion impressions.
Into The Wild with Bear Grylls and Akshay Kumar attracted premium advertisers on-board. The show was presented by Byju's; co-powered by Policybazaar.com and Phone Pe; partnered by LIC, Kia Motors and Spotify while Shikhar, Harpic and Kirloskar were associate sponsors.
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. Beyond PM Modi, Grylls has also hosted prominent celebrities in the past such as then sitting American President Barack Obama, Rajinikanth, Kate Winslet, Roger Federer, Julia Roberts and many more.(UNI)
