The History Channel looks to strengthen weekdays primetime with dramas, factual shows

MUMBAI: It has been six months since The History Channel (THC) went a repositioning from an infotainment channel to an entertainment one. After having consolidated its position on weekends with blocks like Jumbo Movies the channel is now looking to focus on its weekday slots.

To this end it will launch drama shows and factual shows. Speaking to this evening, THC India MD Nikhil Mirchandani says, “Our revamp, which marked a shift through the introduction of fresh content like films, mini series has worked for us. We target males 25+. There we have seen a 150 per cent growth in the weekly time viewers have spent on us each week since the revamp. Our reach has grown by 72 per cent and our share in primetime has more than doubled.

“We are now focussing on our weekdays primetime starting at 9 pm. Our aim is to create recognisable franchises here to grow viewer loyalty. So at 9 pm we will have dramas. New shows that we will launch are Sherlock Holmes with Jeremy Brett playing the legendary detective. Then we have Sharpe with British actor Sean Bean. We will also air the mini series Kane And Abel which is based on Jeffrey Archer’s bestseller."

There is also Reilly - a spy story set in the 20th century - as well as Kennedy, about the late John F Kennedy. Mirchandani says that amny of these characters are already familiar with viewers to a certain extent.

Sherlock Holmes launches next week, with other shows to follow soon after. THC is reserving the 10 pm slot for factual shows. One show that will at 10 pm is Shootout, which looks at heroic acts and deeds done after the Second World War.

Other shows on the new, improved programming menu include Dogfight - a dramatic recreation of what might happen if say two airplanes fought each other - and Egypt: Engineering An Empire, which follows on the success that THC had earlier with Rome: Engineering An Empire.

Mirchandani says that the aim is to see stability in the weekday slot.

On the advertising front Mirchandani expects a 200 per cent growth in ad revenues for this fiscal ending 30 June 2007. That is because 60 new clients have come on board as Charter Partners. Earlier, when the repositioning took place, Samsung and Microsoft had come on board. A Charter Partner gets visibility across the prime properties. The clients he says come from different categories like finance, IT, automobiles, consumer durables.

The rate increase he says have been substantial given that THC spent a million dollars acquiring content with the repositioning. In terms of below the line marketing activities one innovation that THC has come up with is a Sherlock Holmes game which can be played online by visiting the channel's site. Here the participant gets to play detective and clues are laid out. If you solve the puzzle you win.

Latest Reads
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

MUMBAI: Can businesses and industries practise their art of selling fairly although they have 'Fair Practices' training during academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India. If the traffic cop is watching,...

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary
Colors emerges strong on strength of Naagin I & II

MUMBAI: One of the top rated shows Naagin Season 2 helped Colors reach a top-ranking position.

Television TV Channels GECs
Pakistan Broadcasters Association to oppose PEMRA Indian content ban

MUMBAI: The Pakistan Electronic Media Regulatory Authority (PEMRA) shocked both Pakistan and Indian broadcasters when it issued an order blanking out  all Indian content from Pakistan’s television channels on 19 October.

Television TV Channels GECs
Sony Pix to telecast 'Jurassic World' on 22 October

Sony Pix will take the viewers on a thrilling, adventurous journey with cloned dinosaurs in their Billion Dollar Premiere property. The channel plans to air Jurassic World on 22 October at 1 pm and 9 pm.

Television TV Channels English Entertainment
Sony AXN scripts deal with Pinewood; buys stake in SVOD service Hopster

Folks at Sony Pictures Television (SPT) are in a celebratory mood. Not only has it signed a six-series deal with Pinewood Television but has also acquired a minority stake in the London-based video subscription service for kids content - Hopster.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories