Television

History TV18 to unleash revamped look

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MUMBAI: Soon to turn five in India, History TV18 is all set to make better inroads into the factual entertainment genre after two years of silence with a fresh change in its programming content and a revamped digital presence, This includes its app and website. The channel will take a big step of 'going local' with a fresh set of 'Indianised' programming content.

History TV18 plans lay more stress on the rural audiences and believes that Hindi as a language does well for it. With a new mission of not entertaining mindlessly, the channel is focused on voicing itself in its genre. The 'go local' bandwagon will premiere with a new show OMG! Yeh Mera India. OMG! will launch on 10 March 2016 at the super prime time slot of 8 pm.  The new show has been strategically allotted three slots in the channel’s time band with a repeat at 8.30 PM and 10.30 PM

A+E Networks | TV18 vice president and head marketing Sangeetha Iyer says, "Our repeats are very high in the genre and I believe that is the way it should be. We have a snacking audience which we need to hold. I think our sponsors will also get enough exposure through this strategy"

The channel already has an app to complement its TV offering, and now with an idea to make the entire brand's look, feel and engagement constant irrespective of the country the network will also revamp its application.

Iyer adds, "Our application is doing okay. It needs a revamp. We are looking at it in a big way. There is scope for a lot of things which can be done on our application. We will be expanding it from scratch and are working closely with our History global partners in the US. In the next three to four months we should have a definitive approach on the application".

With a strategy of not mirroring TV, the new app will focus on having more conversations under the umbrella of History TV18. Aiming to populate the application and its website beyond TV, the channel's new 'changing avatar' also includes a fresh packaging which will be seen in couple of months’ time. Since History TV18 aim’s to have 100 hours of local production, the new packaging will be in line with its global strategy of being simple, going local and more straight forward. 

Speaking about the change in its logo Iyer asserts, "There is no drastic change as of yet. The logo will get a little bolder and more in-line with the slightly younger audience. This will be driven by our global partners. We will just adapt the changes keeping the local audience in mind."

With every major channel foraging the HD way, History TV18 is also in talks about developing a separate strategy for its HD feed. "As HD caters to a different set of audience and is a completely different viewing experience, we are in talks about developing HD feed for our premium viewers in some time" Iyer adds.

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