History TV18 bets big on local content

History TV18 is looking to strengthen its foothold in the domestic market by betting big on local content.

Besides revamping its app, the company said it will have a pipeline of 80-100 hours of content locally produced in categories such as core history and core infotainment.

Sangeetha Aiyer, VP and Marketing, A+E TV18 told

BusinessLine , “The aim is to create a lasting franchise through our shows for all categories. We are starting with one show and plan to have at least 10 shows in the next 18 months”.

History channel re-entered India in 2011 through a joint venture between the US-based A+E Networks and TV18.

It was previously known as The History Channel and it ran in India in alliance with Star TV but exited in 2008.

Factual entertainment

The company said factual entertainment as a genre is only about one per cent of the total television pie.

The general entertainment category (GEC) occupies the largest eyeballs with about 60-65 per cent of viewership.

Globally, general and factual entertainment genres compete closely for viewerships.

Aiyer said factual entertainment as a category is not restricted to top eight markets.

“The category is growing at about 30-35 per cent. We see lot of traction from the semi urban and rural market. With local content in place, we hope to increase the viewership base in the factual entertainment category.”