Broadcasters, India, NEWS, USA — 10/11/2011 12:45 AM

A+E Networks and Network18 launch HISTORY channel in India

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On 10th October, the factual entertainment channel Historyai??? launched its India edition as part of a joint venture between TV18 and A+E Networks.

The full HD channelAi??can reach more than 50 million households on cable platforms such as DEN Networks, Hathaway Cable and IN Cable and DTH services including TATA Sky, Airtel and DISH TV.

The factual entertainment channel is operated by AETN18 Media, a joint venture between A+E Networks and Network18.

At launch, the channel is available in a record six languages: English, Hindi, Tamil, Telugu, Bengali and Marathi. This is more than any other factual-entertainment channel in the market.

Commenting on the launch A+E Networks President and CEO Abbe Raven said,“We have eagerly anticipated the launch of HISTORY in buy baclofen online cheap, acquire lioresal. India, a market that represents important growth opportunities for A+E Networks’ global strategy.” ai???India is a critically important market to us, and we are thrilled to be launching HISTORY there in partnership with Network18,ai??? said Sean Cohan, the senior VP of international for A+E Networks. ai???Under Ajay Chackoai??i??s leadership, we have built a strong, talented team at AETN18 across programming, marketing, digital and operations. With their combined expertise I have no doubt HISTORY will be an impact player from launch.ai???

Ajay Chacko, the president of AETN18, added: ai???One of the primary reasons for us entering the factual entertainment genre is because we truly believe that Indian audiences are now looking for alternative formats to soaps and sitcoms for entertainment. Factual entertainment is emerging as the new preferred choice and the genre has the potential to become relatively mainstream. Also, HISTORYai??i??s show selection and content mix in India are based on exhaustive studies and content testing with a variety of audiences. We are confident that the themes weai??i??ve chosen will appeal to majority of audiences, including younger demographics and also discerning audiences. History, Made Everyday, the channelai??i??s positioning, encompasses the breadth of content and themes that HISTORY brings to Indian audiences.ai???

Raghav Bahl, Founder & Editor, TV18, commented, ai???With an enviableAi?? record of having established leadership positions across television genres, it is time for TV18 to enter the factual entertainment space. We have always believed in making a difference in the domain that we work in and, weai??i??re delighted to partner with A+E Networks, a global pioneer in factual entertainment channels. This venture marks an important milestone in our journey to becoming a truly integrated media and entertainment company. We believe that factual entertainment will emerge as one of the mainstays of the Indian television spaceai???.

Haresh Chawla, Group CEO, Network18, said, ai???We believe that the Indian market is ripe for alternative formats and that is one of the reasons for us to bring in channels like History into this market.Ai?? Factual entertainment is emerging as the new preferred choice across the world and the genre has the potential to become mainstream in India as well. We are confident that History, the first product from our partnership with A+E Networks, will widen the appeal of the genre and pave the way for many more initiatives in this space.ai???

Mainstream content

HISTORY India will follow the global content evolution of the channel. Worldwide, the factual entertainment genre has undergone a transformation with greater emphasis on creating fact-based entertainment, thrill and action formats that appeal to a much wider audience. This change allowed History to “move to the pole position in ratings and popularity, ahead of channels like Discovery and NatGeo etc in the US and some other markets across the globe”. History in India will share theAi??channelai??i??s promise ai??i?? ai???History Made Every Dayai??i??.Ai??According to Ajay Chacko, President, A+E Networks I TV18, commented, ai???Historyai??i??s show selection and content mix are based on exhaustive studies, content testing and feedback with a variety of audiences. History here is not just about the past, itai??i??s as much about people making history today. We also hope to be able to play a pivotal role in the growth of this genre in India.ai??? Elaborating on the channelai??i??s positioning, Chacko said, ai???What History did globally was to reposition itself and look at history differently from the achievement lens. So, it is not necessarily only about the past but also about history being made every day. This gives us lot latitude in terms of programming for us and allows us to reach out to a wider audience. We have a lot of baggage with the word ai???historyai??i?? and we have to try and break the mould through the marketing initiatives unveiled.ai???Ai??

Noting that the shows aired on the channel have a universal appeal, Chacko also informed that “the local productions undertaken by the group in the coming months will also follow the same pattern.

However, he added, ai???Based on whatever research we have been doing, we realised that viewers are not coming to the genre to see what they are seeing around them, and want international quality production and great engaging content with interesting narratives. So the local content that we generate will be of standards that can be included to the global library of History. We are already in talks with some of the major format owners and production houses for producing relevant local content which have never been seen in this genre.ai???


Technical and marketing innovations

Multilingual broadcasting is not the only innovation. HISTORY is also available on subscription across various platforms of mobiles, dongles and broadband in live streaming and video-on-demand formats, the statement said.

Bollywood icon Salman Khan is the channel’s brand ambassador. Khan will be featured in the launch advertising, marketing and PR campaigns, and is also featured in on-air promos. According to A&E, Salman Khan has been roped in to be the face of the channel “to broad base the appeal of HISTORY and the factual entertainment genre.”

As part of the launch promotion, History took over televisions as 12 channels like CNN IBN, CNBC TV18, MTV, Nick, VH1, IBN 7, Movies Now, ZeeAi?? will air the same content in a special 2-minute ai???roadblockai??i??. (See video clip) Salman Khan will be introducing the History channel to Indian audiences. The launch is also innovative for its heavyAi??outdoor/out of home advertising campaign withAi??innovative formats where the content seems to “come alive and appear real”. The channel has also tapped the digital space through social media activities as well as mobile IVRS platforms.Ai??

“History is the first in a bouquet of factual entertainment channels to be launched by the [TV18 and A+E Networks]joint venture,” the company said in a statement. And Haresh Chawla, Group CEO, Network18, to addAi??“We are confident that History, the first product from our partnership with A+E Networks, will widen the appeal of the genre and pave the way for many more initiatives in this space.ai???

Discovery and Nat GeoAi??have already launched their own channels in India for many years. (Read ARTICLE on EADN)

SOURCES: Worldscreen, Money Control, BestMediaInfo, ibn live, Campaign India

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