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History Channel launches new India-focused initiatives

15-September-2006
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History Channel launches new India-focused initiatives

The History Channel continues with its India-focused programming in September and October too by launching a number of India-specific content. Integrating on-air, online as well as on-ground initiatives, the channel aims to reach out to its viewers and advertisers and make it more relatable and entertaining to the Indian audience.

According to Joy Bhattacharjya, Senior VP, Programming, History Channel, “Our aim is to provide the audience what they need and make history more relatable to them. We will be focusing on programming content relevant to the Indian audience. In this regard, we will be airing a two-part series this month, ‘The Mughals’, as part of the ‘Warrior Empire’ series as well as other programmes.”

When queried about the results post re-positioning, Athreyan Sundararajan, Brand Manager, History Channel, replied, “After the re-positioning in early May, the TAM results show a tremendous increase in our statistics. Our weekly reach has increased to 29 per cent, while time spent on the channel has increased to 202 per cent and the channel share has also increased by 115 per cent.”

Continuing further about the need to connect with audiences on-ground, Bhattacharjya said, “We have decided to make people more aware of history surrounding them with our association with INTACH, a heritage awareness and conservation NGO. We are also launching an online initiative, ‘Save your history’, to connect more closely with our audience. In this age, where advertisers are wooing audiences left and right, we are on a different approach to make audiences watch the channel by making it more relatable.”

Elaborating on these, Sundararajan said, “The association with INTACH will help us in getting closer to our audience on a more personal level. The online initiative will be fully functional by October and a terrific response is expected from our loyal audience at History.com and we are sure about its growth as a community within a few months.”

The channel will be showcasing many more India related content in the days to come.

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