Outstanding, unique innovations herald launch of HISTORY in India

HISTORY, the world's leading factual entertainment channel, launched its India edition as part of a joint venture between TV18 and A+E Networks. The launch is a significant milestone in the Indian media space as it marks an alliance between TV18, India's most dynamic television media conglomerate and A+E Networks, pioneers and world leaders in factual entertainment.

As a channel, HISTORY has transformed itself by using very innovative formats that move away from the traditional concept of History being about dates, B&W footage, World War II etc. That DNA of innovation is being replicated everywhere including the marketing campaign.

The string of innovations began with the channel announcing its association with Salman Khan, Bollywood and India's most popular movie star to be the face of the channel in a first-of-its-kind attempt to broad base the appeal of HISTORY and the factual entertainment genre.

HISTORY will take over the televisions as 12 channels like (CNN IBN, CNBC TV18, MTV, Nick, VH1, IBN 7, Movies Now, Zee Bangla, Zee 24 Taas, Zee 24 Ghanta, Eanadu TV) will air the same content in a special 2 minute ROADBLOCK ' Salman Khan himself introducing HISTORY and all that it represents to Indian audiences!

In terms of OUTDOOR / OUT OF HOME, innovative formats where the content seems to "come alive' and appear real will give passersby a first-hand taste of what HISTORY is all about. Some examples of the engaging outdoor innovations are the Ice Road Trucker bridge replicated on a foot over bridge, Sliced- where the anchor actually seems to "slice' the hoarding, Swamp People, which has a brilliant life like cut-out of a crocodile/alligator, Top Shot- where smoke actually comes out of a gun which is part of the hoarding.

The channel was present in the ONLINE and across all popular SOCIAL NETWORKING SITES with the release of the captivating TVCs, starring Salman Khan, a week in advance leading to HISTORY's Facebook page grossing over one lakh fans! In addition, there's a unique application with Salman actually interacting with HISTORY viewers cleverly done interlinking online and mobile IVRS technology.

All of HISTORY's initiatives, starting with the association with Salman Khan as the face of the channel to the number of languages and the distribution footprint are with the intention of making HISTORY a relatively mainstream entertainment alternative for Indian viewers, as it is the world over.

With an "innovative' beginning like this, it promises to get even more innovative as HISTORY unravels on Indian television screens.