Extending its existing proposition of ‘History made every day’, History TV18 has announced three interactive multimedia initiatives. The channel has launched its 8th language feed in Urdu to target 27 million Urdu speaking audience. History is already available in English, Hindi, Tamil, Telugu, Bengali, Gujarati and Marathi languages.
Explaining the need for an Urdu feed for the Indian audience, Ajay Chacko, President, AETN Network/ TV18, informed, “It is an important space for us. There are close to 27 million people who speak Urdu today, and with the launch of History Urdu, the channel becomes the first in its space to enter the Urdu language in the factual infotainment genre.”
He further said, “We see a huge potential in entering this segment as it has largely been unexplored. Moreover, we believe that the genre has been expanding rapidly after History entered this space and our initiatives will continue to expand the genre further.” Actor Salman Khan is the brand ambassador of the channel, however, it is not clear whether he will be a part of any of the shows or not.
The History TV18 and CNN-IBN association
Meanwhile, History has tied up with CNN-IBN channel to unveil its show ‘The Greatest Indian after Gandhi’ in an interactive format. The format allows users of all media platforms to vote for a personality who, according to them, has contributed hugely to the nation. To strengthen the brand positioning of the channel in the Indian market, History continues to bank of the idea of ‘history made every day’. Under the new programme, the channel will undertake multimedia platforms to target people from all aspects of life to find out the greatest Indian after Gandhi. The show is loosely based on the BBC show, ‘The Greatest Briton’. Users will also be allowed to share their ideas on History online, which will be chosen by the programming division of the channel. The network will launch a campaign on digital, social and outdoor media to increase interactivity.
Commenting on the nature of association between IBN Network and History TV18, Rajdeep Sardesai, Editor-in-Chief, IBN Network told exchange4media, “The basic association between the two teams is that we are partnering on a project – ‘The Greatest Indian after Gandhi’. We are going to make it an inclusive, interactive project that will be available on all platforms – social media, TV. The BBC has such a format called ‘The Greatest Briton’. We are going to adopt it for the Indian audience. TV will just be a part of it. It will be a multi-media exercise.”
History made every day
Along the lines of its brand positioning, the channel has also initiated a new content initiative titled ‘History Har Din’. The format is an innovative UGC (user generated content) concept, where viewers are invited to share instances from their life when they too have made history. “Usually people believe that history is about what has happened hundreds of years back and historical characters involved in it. We want to change this position, because history is always made around us. History is more about achievement and is made every day by ordinary people doing extraordinary things,” explained Chacko. Through this initiative, viewers are invited to share images or videos that capture their life’s biggest successes, turning points, most inspiring and endearing moments or just plain fun experiences – anything that they believe were points in time when they truly created history. The best of the stories will be telecast on History TV18 in the coming months.
For the records, HISTORY TV18 was launched by AETN18, a joint venture between Network18 and A+E Networks (formerly known as A&E Television Networks) which operates acclaimed global brands like History, Bio, Crime & Investigation Network and Lifetime.