History launches in India

10.03 Europe/London, October 11, 2011 By Robert Briel

History launched in India on Sunday, October 9. The channel will be operated by AETN18 Media Pvt. Ltd., a joint venture between A+E Networks and Network18.
History launched in HD, and is available across all major markets in India, reaching more than 40 million households within two weeks of its debut. The channel will be available across leading cable TV platforms such as Den Networks, Hathaway Cable, IN Cable and DTH platforms such as Tata Sky, Airtel & Dish TV as well as other leading independent analogue and digital platforms in the country.
From launch, History in India is available in six languages – English, Hindi, Tamil, Telugu, Bengali and Marathi, more than any other factual entertainment channel in the market. This diversity of languages allows the channel to reach more than 70% of the television audience in their native language.
History has retained Bollywood icon, Salman Khan, as its brand ambassador – a first for any television channel in India. Khan will be incorporated into the launch advertising, marketing and PR campaigns, and is featured in on-air promos for the channel.
“India is a critically important market to us, and we are thrilled to be launching History there in partnership with Network18,” said Sean Cohan, SVP, international for A+E Networks, History’s parent company. “Under Ajay Chacko’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.”
Ajay Chacko, president of AETN18, said, “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.”