History firms regional base, now in 7 languages

History channel has launched its Gujarati feed, making it the first channel to be available in seven languages in the factual entertainment genre

e4m by Suraj Ramnath
Updated: Jan 12, 2012 7:19 AM
History firms regional base, now in 7 languages

History channel has further firmed its regional presence with the launch in Gujarati feed. The channel is already available Bengali, Tamil, Telugu, Marathi, Hindi and English, making it the first channel in the factual entertainment genre to launch in seven languages. All the programmes and the fixed programme chart (FPC) schedule will remain identical in all the language feeds. Viewers using digital platforms will be able to choose their preferred language through the remote.

Commenting on the launch, Ajay Chacko, President, A+E Networks I TV18 said, “We are the only channel to come up with seven different languages in this genre. Our objective is to grow the genre and make it a relatively main stream alternative for viewers in the near future. With this objective in mind, we intend to make the channel available in every Indian language possible and entertain audiences all across India.”

Adding further on the marketing strategies, Chacko said, “We are using our own Network18 group channels like CNBC TV18, CNBC Aawaz and regional channels to promote in Gujarat. With that, we are also doing ground events and using print and outdoor mediums of advertising.

Sharing his views on the need for Gujarati feed, Sudheer KG, V. P. Programming, A+E Networks | TV18 JV said, “We launched in five other regional languages and looking at the responses from those languages, we decided to come up with Gujarati feed. We saw a good potential in Gujarat and there is no factual entertainment channel in Gujarati feed.”

Sudheer added, “Essentially we would be dubbing shows in Gujarati and the programming lineup would remain the same for all the languages. We do have a show named Passage Through India in which it would feature about Gujarat.”

Focus areas for 2012
Sudheer divulged, “We are coming up with new shows one of them is ‘The Works’. Ice Road Truckers has been a very popular show for us. Last year we had showcased Himalayas and this year we are taking it to the Andes Mountain in South America.”

Post its launch in October 2011, History has definitely done well in the factual entertainment genre and now that they have come up with Gujarati feed, it is definitely clear that the channel wants to increase its regional presence.

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