The History Channel
History, the factual entertainment channel from the JV between AETN and TV18, will be launched in India on 9 October.
Also planned are two more channel launches next year – Bio and Crime And Investigation.
In order to have a broader appeal, History channel will be available in six languages – English, Hindi, Tamil, Telugu, Bengali and Marathi – at the outset. This is the first time that any channel in this genre will have a dubbed feed in Marathi.
It is worth noting that the other channels in this genre like NGC and Discovery took years before going into local languages outside Hindi.
History is looking at one more language feed a couple of months down the road. “We want to double the viewership ofthis genre. We feel that it is not just for the elite or for people who are well traveled or who likewildlife. We want to go beyond the six Metro game. That is why we have gone into several languages which will help us cut across SECs and age groups,” History GM marketing Sangeeta Aiyer told Indiantelevision.com.
Viewership for fiction entertainment content abroad tends to be cyclical. “People get fed up of it and look for something new. This is where factual entertainment comes in. This trend will come to India as well in the next couple of years. Factual entertainment will become more mass,” explained Aiyer.
History will be a high definition channel catering to the TG of SEC A,B audiences of 15 + age group.
The channel expects to have 80 per cent connectivity within threeweeks of launch, said Aiyer. The marketing spend is in the region of Rs 150-170 million.