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Multi lingual History Channel to launch in India on Sunday

Multiple language versions of the History Channel are set to hit TV screens across India on 9 October, as part of the joint venture between AETN and TV18.

The AETN18 high definition (HD) offering will cater to viewers who speak English, Hindi, Tamil, Telugu, Bengali and Marathi. Another regional language feed will be added to the mix in a month's time, according to a local report.

"We want to double the viewership of this genre. We feel that it is not just for the elite or for people who are well travelled or who like wildlife. We want to go beyond the six Metro game. That is why we have gone into several languages which will help us cut across SECs and age groups," Sangeeta Aiyer, general manager, marketing, History Channel is quoted as saying in Indiantelevision.com.

The international channel, which carries shows such as Swamp People, Top Shot, Sliced, and Ice Road Navigators, reportedly intends to include a locally-produced programme within three months of its launch in India.

"We cannot do a local show for the sake of it. That does not work. It has to have the same scale and value of international shows. We are talking to various producers," Aiyer is reported as saying by Indiantelevision.com.

Aiyer expects History to be distributed by 80% of India's cable and satellite networks by the end of October, and has enrolled Bollywood star and Big Boss host Salman Khan as its brand ambassador.

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