MUMBAI: The A + E Networks and TV 18 JV has taken MPG onboard for media duties for the soon-to-be-launched History channel in India. History will focus on factual entertainment. The agency will work on the media strategy for the launch of History channel and sustenance thereof in India.

MPG was appointed for the account, following pitches made by four agencies.

A+E Networks TV18 JV president Ajay Chacko said, "The subject history has always been associated with the past in India, but with the all new HISTORY channel, we hope to hange people‘s perception of history. The channel today is contemporary, it‘s also about action & adventure. It is about people making history every day. We found the MPG approach to be thorough and insightful. Their strategic thinking, drive and passion give us the confidence to believe that MPG India will truly help us make HISTORY in India and we are looking forward to making this genre as popular in India as it is around the world."

A+E Networks TV18 JV GM marketing Sangeetha Aiyer, said, "We have extensive and ambitious plans for the launch of History in India. Being familiar with the agency‘s work, we completely trust MPG to deliver as per our expectations."

MPG South Asia CEO Anita Nayyar said, "History‘s launch in India is a landmark development in itself and we are pleased to have won the marketing teams confidence. The team at MPG that worked on the pitch is personally passionate about History‘s content and this passion is what helped us clinch the business."

MPG executive director of for West India Kunal Jamuar said, "History channel has a loyal following in most countries it is present in and we feel fortunate to have been tasked to build a buzz around a channel of such distinction. We have put together some interesting plans, which will be rolled out in the next few months. Our aim is to skyrocket the channel into the minds of Indian audiences."

History will position itself as having content which is gripping and racy.