History Channel goes the lifestyle route

MUMBAI: Lifestyle programming is catching up in the country! The latest channel to venture into this segment is The History Channel.

It recently launched a new show Lifestyle dot TV which airs in the weekend at the 10 pm. Viewers can take a peek at the affluent lifestyles of the world's elite, race in their motorcars and lap in the luxury of their opulent surroundings.

The History Channel senior VP content and communication Dilshad Master said, "The History Channel offers a wide variety of programming to its viewers. From documentaries on science and technology to biographies of compelling personalities, the channel's latest offering of Lifestyle dot TV caters to the viewer keen on delving into the stories of the scintillating and glamorous lives of the rich and famous. It is the glitzier side of History,"

The episode on 20 November deals with fashion icon Calvin Klein. The kid from the Bronx who inherited a stunning sense of style and grew up to be one of the world's top fashion designers. Calvin Klein has defined and survived fashion trends for nearly three decades. His instincts have always thrilled the fashion world. On Lifestyle dot TV, learn more about the life and styles of this renowned style guru.

On 28 November, Lifestyle dot TV will feature Harley Davidson. This success story began in 1903 when four men - the Davidsons and William Harley - launched a motorcycle marketing wonder in a Milwaukee shed.

As far as new programming initiatives are concerned Master said, " A new show that we will be launching is X Men of History. This deals with people who have transformed the history as we know it. People like Pope John Paul II, Mao, Gorbochov."

Talking about how the channel has been faring Master added, "Our biggest chunk of audience comes from 25 - 54 age group. However our core target audience is males 15-45. We cater to viewers who want television to be more than just a source of mindless entertainment. "

Master also claimed that the channel is doing well in 10 - 11 pm slot. "This is when our signature series Biography airs. This is closely followed by our long running series Boys Toys which is aired everyday at 11 pm. The other programme that gets high viewership is History's Mysteries that is aired on Fridays at 8 pm.

Dwelling on shifts in viewership trends Master said, "Over past few months, we have seen an upsurge in the weekend viewing pattern. Some of our topical programmes like MoonWalk to commemorate the 35th year of man landing on the moon and Star Wars Unmasked - a History Channel exclusive worldwide premiere of the documentary commissioned by George Lucas himself were able to increase our share on Sundays."

On the advertising front some of the big names that advertise include Bacardi, Tata Motors, Canon, Nokia, Mastercard, Max New York Life.

"Advertisers who target at 25 - 54 males are finding the channel's offering very lucrative. Categories like white goods, financial services, automobiles have reacted very positively" Master added.

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