HISTORY Enters Indian Market

NEW YORK/MUMBAI: HISTORY has launched in India, reaching more than 40 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 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. 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.

“India is a critically important market to us, and we are thrilled to be launching HISTORY there in partnership with Network18,” said Sean Cohan, the senior VP of international for A+E Networks. “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, the president of AETN18, added: “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, HISTORY’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 we’ve chosen will appeal to majority of audiences, including younger demographics and also discerning audiences. History, Made Everyday, the channel’s positioning, encompasses the breadth of content and themes that HISTORY brings to Indian audiences.”