History Channel Launches in India

Promoted by Bollywood star Salman Khan as its brand ambassador, History Channel is also available in six languages.

NEW DELHI – History Channel launched in India Sunday, promoted by AETN18, a joint venture between History parent A+E Networks and leading Indian broadcasting group Network18.

The high definition channel roped in top Bollywood star Salman Khan as its brand ambassador, who features in the channel's launch campaign. AETN18 claims the channel is already available in over 40 million households distributed via various cable and direct to home (DTH) platforms. In addition, History is available in six languages, including English.

“India is a critically important market to us, and we are thrilled to be launching History in partnership with Network18,” said A+E Networks senior VP, International Sean  Cohan.

“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,” added AETN18 president Ajay Chacko.
In India, the channel will feature a mix of shows from History's U.S. catalog, including IRT Deadliest Roads, Swamp People, Top Shot and Sliced while the programming strategy will also seek local productions and acquisitions in the near future.
With a strong focus on education and conservation initiatives History India will launch a partnership with the Indian government's Central Board of Secondary Education (CBSE) and the United Nations Educational, Scientific and Cultural Organization (UNESCO) on  conservation of monuments.