Mumbai: AETN-18 (joint venture between A & E Networks and TV 18) awards creative duties for the soon-to-be-launched HISTORY channel in India to McCann Erickson. HISTORY is the original HISTORY channel from US and the world leader in factual entertainment.
AETN 18 appointed McCann Erickson as their creative agency for HISTORY following a multi-agency pitch and the agency will work on the launch communication strategy for HISTORY channel in India.
Ajay Chacko, President A+E Networks I TV18 JV adds, “HISTORY has always been associated with the past, but with the new HISTORY channel, we hope to change people’s perception of HISTORY. The channel today is contemporary. It is also about action, thrill and adventure as much as it is about events and people that have shaped our lives. With the right blend of strategic insight, cutting edge creative and innovative thinking, we are happy to have McCann Erickson partner us best in our endeavor to position HISTORY as the most relevant and engaging factual entertainment channel.”
Prasoon Joshi, Executive Chairman, McCann Worldgroup India said, “I’m very excited with our partnership with HISTORY Channel and I’m looking forward to doing great work together, especially because the AETN-18 team believes in out of the box thinking.”
HISTORY with its superior content which is gripping and racy is a far cry from the boring history narrative programs of yesteryear. Research has proven that viewers have started watching factual entertainment channels the world over, even more, because they offer a completely different style of programming, enhanced visual experience especially in an outdoor setting that has never been seen before. This trend is bound to show up in India soon as people are looking beyond soaps, serials & existing reality TV etc for entertainment.