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History TV18 adopts localisation strategy to target tier 2 & tier 3 markets

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History TV18 adopts localisation strategy to target tier 2 & tier 3 markets

As part of its localisation strategy, the infotainment channel History TV18 will present a new show-- ‘OMG! Yeh Mera India’ on March 10, 2016. It will be spearheading the channel’s revamped programming line-up for the year after a quiet time span of two years.

Hosted by actor and stand-up comedian Krushna Abhishek, the show produced by Small Screen production house, will take audiences across India, showcasing astonishing facts about its people and places; all packaged into weekly half hour episodes.

The channel is also looking at building franchises of this show. Sangeetha Aiyer, Vice President and Head Marketing, A+E Networks TV18 is also looking at going mainstream with this move, “So you will see OMG season 2 and 3. Whenever we develop local content the idea is to have returning franchises. You have franchises that build audiences, time slots over a period of time. We are no longer a niche player. There is ample opportunity for this to become mainstream and most of our formats and themes will have mass appeal.”

Aiyer explains the reason behind the localisation move, “Everyone is talking about localisation and regionalisation. Whatever has been done in this space, local productions always yield above average for your channel. That’s a no-brainer. The more relevant you are, more local themes you have, more recognisable hosts you have the more relatable content you will have.”

For this financial year History TV18 is planning around 100 hours of local production (8-10 shows) starting with this show. It is aiming at number 2 position from all India perspective and becoming a strong contender in that spot. Most importantly she has kept the rural audience in mind, “We want to grow in tier 2 and tier 3 cities and that will achieve through local production.”

She goes on to talk about channel’s strategy for 2016, “Every quarter we are planning a tent pole strategy where you have the entire 360 degree approach of marketing and content driving to push these tent pole initiatives. We believe these can be local as well as acquired initiatives that we do as part of our global strategy. For example we have one series that we are looking at premiering probably the next quarter, called ‘The Roots’. It’s a brand defining series and a multi-million dollar production which is going to air across 33 countries almost as a simulcast. That continues to be one of our key strategies.”

The channel will focus on four sub-genres that are performing well and resonate with audience rather than opting for the trial-and-error approach. “Genre in general has gone through so many changes. With sizeable audience and rural coming into the mix, one of our key areas is to focus on three or four more sub-genres and have more hits under each of them,” says Aiyer

So what genres are we talking about? “Core history is one of them. Then action, adventure and thrill that define our factual entertainment space will be there. Formats are going to be far more entertaining. We are going to do specials (stories that capture special interest) once a month. We are working on a lot of themes like action, history and India. For instance we are doing ‘Deadliest Jobs in India’ which showcases interesting jobs that’s scheduled in May. We are looking at changing the way History has been perceived,” she shares. 

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