ITV

Category: Factual

  • Discovery Channel to air ‘Walking the Himalayas’

    Discovery Channel to air ‘Walking the Himalayas’

    MUMBAI: Six-month journey, over 4 million steps, trekking 1,700 gruelling miles across the roof of the world, teaming up with local guides and meeting monks, soldiers and nomadic tribes, explorer Levison Wood takes on an extreme challenge to walk the length of the world’s highest mountain range from Afghanistan in the west to Bhutan in the East.

    Premiering Friday, August 5, Discovery Channel’s new series WALKING THE HIMALAYAS, airing every Friday at 9 PM, introduces explorer, writer and photographer Levison Wood as he embarks on an ambitious challenge to walk the length of the Himalayas.

    British Army officer and explorer Levison Wood won critical acclaim for his nine-month long trek and first ever expedition to walk the entire length of the river Nile. Taking the same intimate and authentic approach that made his previous series a hit, Levison takes on a new adventure across Himalayas where he confronts snow and ice, altitude sickness and earthquake-devastated landscapes. He treads carefully through one of the most fought-over areas of the world, navigating isolated Afghan valleys and the Line of Control between Pakistani and Indian Kashmir. Along the way, he passes through some of the most remote, beautiful, and perilous regions on earth – places few outsiders ever get to see.

    Levison begins is journey in Afghanistan’s remote Wakhan corridor, where the mountains first rise in the west. This 200 mile long and 25 mile wide strip of land, bordered by Tajikistan remains one of the most isolated and inhospitable places on Earth. His guide Malang Darya – one of the country’s best mountaineers accompanies him to trek through barren, snow-ridged valleys before attempting to climb the Irshad Pass, a 5,000m wall of snow and ice that leads to northern Pakistan.

    Levison and Malang traverse breathtaking scenery in northern Pakistan’s remote mountain valleys, meeting tribespeople and nomads, before heading to the heavily militarised frontier with India. He passes through Kashmir, Dharamshala and spiritual heartland Rishikesh to reach the holy city – Benaras.

    In Nepal, he reunites with an old friend, Binod Parya, who saved his life when, as a 19-year-old, Levison was caught up in political violence. Levison enters one of its least explored national parks – Bardia, which is home to rhinos, tigers and 10-foot-long crocodiles. But animals aren’t the only dangers he faces… he is forced to evacuate the camp site in the middle of night due to the rapidly rising river, swollen by the monsoon rains. Levison’s journey gets interrupted by a serious car crash which gives him a near-death experience. Levison undergoes a surgery in UK and resumes his journey with his friend Binod after six weeks of rest.

    Further in his adventure, Levison heads towards Everest, Kathmandu and Bhutan and gets a rare chance to experience its dramatic scenery, colourful festivals and historic monasteries and meet its people. Levison Wood ends his journey in Bhutan climbing the world’s highest unclimbed peak and country’s holiest mountain ‘Ghankar Puensem’, which mountaineers are forbidden to climb.

    Embark on a challenging journey with Levison Wood across Himalayas on Discovery Channel’s WALKING THE HIMALAYAS starting August 5, every Friday at 9 PM.

  • Discovery Networks appoints Jay Trindad as senior VP & GM for northeast business

    Discovery Networks appoints Jay Trindad as senior VP & GM for northeast business

    MUMBAI: Discovery Networks Asia Pacific has hired Jay Trindad as senior vice president and general manager for its northeast business. He will be based in Tokyo and will report to Discovery Networks Asia-Pacific managing director and president Arthur Bastings.

    “As we inject digital into our DNA, I am thrilled to have someone of Jay’s calibre join our team,” said Bastings. “His expertise in pure-play digital and consumer-centric innovation is invaluable as we evolve and take Discovery to the next stage of growth, particularly in northeast Asia, where we are looking to meaningfully invest and take full advantage of the region’s sophisticated and widespread wireless infrastructure.”

    The hire highlights the company’s wide bet on digital as a driver of business in coming years.

    At Discovery, he will focus on delivering compelling brand experiences to the millennial audience by redefining Discovery’s suite of products, the company said in a statement.

    International president J.B. Perrette in part landed his post thanks to his expertise in digital, having been on the launch team of US VOD platform Hulu. Korean country manager Hee-Man Lee and his team will be folded into the new group, which will also include Japan. Whereas, Discovery’s Japanese chief Louis Boswell, will now lead the cable giant’s southeast Asia operations.

    Hoekstra subsequently joined Vice Media to roll out its linear channel, Viceland, across Europe.

    Trindad has a varied CV, having worked at search giant Google for ten years, recently leading a push to promote the Google Chrome browser in Asia; translation platform Gengo; and mobile payment gateway Square Inc.

    He was most recently VP, digital at McDonald’s Japan, where he led strategy and increased customer engagement through digital initiatives.

  • Discovery Networks appoints Jay Trindad as senior VP & GM for northeast business

    Discovery Networks appoints Jay Trindad as senior VP & GM for northeast business

    MUMBAI: Discovery Networks Asia Pacific has hired Jay Trindad as senior vice president and general manager for its northeast business. He will be based in Tokyo and will report to Discovery Networks Asia-Pacific managing director and president Arthur Bastings.

    “As we inject digital into our DNA, I am thrilled to have someone of Jay’s calibre join our team,” said Bastings. “His expertise in pure-play digital and consumer-centric innovation is invaluable as we evolve and take Discovery to the next stage of growth, particularly in northeast Asia, where we are looking to meaningfully invest and take full advantage of the region’s sophisticated and widespread wireless infrastructure.”

    The hire highlights the company’s wide bet on digital as a driver of business in coming years.

    At Discovery, he will focus on delivering compelling brand experiences to the millennial audience by redefining Discovery’s suite of products, the company said in a statement.

    International president J.B. Perrette in part landed his post thanks to his expertise in digital, having been on the launch team of US VOD platform Hulu. Korean country manager Hee-Man Lee and his team will be folded into the new group, which will also include Japan. Whereas, Discovery’s Japanese chief Louis Boswell, will now lead the cable giant’s southeast Asia operations.

    Hoekstra subsequently joined Vice Media to roll out its linear channel, Viceland, across Europe.

    Trindad has a varied CV, having worked at search giant Google for ten years, recently leading a push to promote the Google Chrome browser in Asia; translation platform Gengo; and mobile payment gateway Square Inc.

    He was most recently VP, digital at McDonald’s Japan, where he led strategy and increased customer engagement through digital initiatives.

  • Travelxp available in Bangladesh through RealVU

    Travelxp available in Bangladesh through RealVU

    MUMBAI: Travelxp is available for the viewers of Bangladesh through Beximco Communications owned DTH service provider RealVU.

    Their entry in Bangladesh further expands its reach in the Indian sub continent and is in line with its aspirations to broadcast in markets globally. The tie-up with RealVU ensures the reach of Travelxp to the intended audience as it is Bangladesh’s only DTH provider.

    ”Travelxp’s launch on RealVU in Bangladesh marks another milestone in our mission to reach out to the travel loving viewers world over. We bring the world into the homes of this great aspiring nation with our localised Bengali feed and would love to showcase Bangladesh’s fascinating history, culture and beauty to the world,” said Travelxp CEO Prashant Chothani.

    Having a firm footprint in North America, Middle-East, Africa and Europe the channel’s entry in Bangladesh is intended towards strengthening its hold in the Indian Subcontinent.

    Being a front runner in using 4K technology, the channel already has about 100 hours of exceptional quality travel content and is all set to launch in 4K by February 2017 across continents.

    Real VU CEO Dmitry Lapitskiy said, “Bangladesh has a wide range of travel lovers and adding a channel like Travelxp is going to cater our subscribers better. RealVU constantly tries to ensure customer satisfaction and adding new channels for the betterment of our valued subscribers”.

    The DTH provider gives premium picture quality and sound to the viewers at the most affordable price. The monthly subscription fee for the service is Tk. 300, where the subscribers get over 100 channels with more than 26 Bengali channels and many international major channels including 05 HD channels.

  • Travelxp available in Bangladesh through RealVU

    Travelxp available in Bangladesh through RealVU

    MUMBAI: Travelxp is available for the viewers of Bangladesh through Beximco Communications owned DTH service provider RealVU.

    Their entry in Bangladesh further expands its reach in the Indian sub continent and is in line with its aspirations to broadcast in markets globally. The tie-up with RealVU ensures the reach of Travelxp to the intended audience as it is Bangladesh’s only DTH provider.

    ”Travelxp’s launch on RealVU in Bangladesh marks another milestone in our mission to reach out to the travel loving viewers world over. We bring the world into the homes of this great aspiring nation with our localised Bengali feed and would love to showcase Bangladesh’s fascinating history, culture and beauty to the world,” said Travelxp CEO Prashant Chothani.

    Having a firm footprint in North America, Middle-East, Africa and Europe the channel’s entry in Bangladesh is intended towards strengthening its hold in the Indian Subcontinent.

    Being a front runner in using 4K technology, the channel already has about 100 hours of exceptional quality travel content and is all set to launch in 4K by February 2017 across continents.

    Real VU CEO Dmitry Lapitskiy said, “Bangladesh has a wide range of travel lovers and adding a channel like Travelxp is going to cater our subscribers better. RealVU constantly tries to ensure customer satisfaction and adding new channels for the betterment of our valued subscribers”.

    The DTH provider gives premium picture quality and sound to the viewers at the most affordable price. The monthly subscription fee for the service is Tk. 300, where the subscribers get over 100 channels with more than 26 Bengali channels and many international major channels including 05 HD channels.

  • Discovery’s Arun Thapar & Subhash Chandra Bose documentary

    Discovery’s Arun Thapar & Subhash Chandra Bose documentary

    MUMBAI:  When you decide to make a documentary that seeks to throw some light on the disappearance of a national leader, you obviously are going to get noticed. Especially if the leader is the much-revered freedom fighter Netaji Subhash Chandra who allegedly disappeared following an air crash in Taiwan and the channel in question is factual entertainment provider Discovery India.

    Today, the Discovery India will air the documentary Subhash Chandra Bose: the Mystery. With the Narendra Modi led government releasing the long-hidden-in-secrecy  Netaji  transcripts in January 2016, the issue has been hitting newspaper headlines all over again. And historians have been eager to get at the bottom of the truth about what really happened to Netaji as accounts of him being seen after he allegedly died have been recorded.

    Discovery’s documentary produced by Iqbal Malhotra’s Aim Television therefore comes at an opportune time. It has been a pet project of Discovery Networks Asia Pacific vice president and executive producer Arun Thapar who has worked on it for more than a year. Indiantelevision.com posed Arun some questions and got some quick replies from him. Read on:

    Why did Discovery decide to commission a controversial documentary on the life of Netaji? Whose idea was it – Discovery’s or AIM’s ?

    Discovery Channel has been a pioneer in bringing differentiated and high quality content to our audiences. We are committed to meet viewer expectations and widen our local appeal by showcasing great stories about India and its prominent figures.

    Subhash Chandra Bose  is one of the most celebrated freedom fighters of the country. But his life is still overshadowed by the mystery surrounding his death. Discovery Channel wanted to bring the amazing facts and perspectives on his alleged death or “disappearance” to its viewers, especially with the recently declassified Bose Papers now available and new leads in the enduring story. It’s not about controversy but about facts and perspectives.

    Why is it interesting now from the viewership perspective?

    Despite many books on the subject, theories and inquiry commissions, the mystery of Netaji’s death or disappearance continues to intrigue Indians. New twists and turns in the story continue to emerge. Through this film Discovery Channel’s purpose is to present the facts and raise the pertinent questions and delve into its many layers. It’s an incredible story of an extraordinary man in extraordinary times.

    Why was AIM Television commissioned to produce it?

    Discovery Channel enjoys a long and successful partnership with AIM TV, which is a well respected production company with a great track record. When we proposed the idea to Iqbal Malhotra, the Producer, he was excited to pursue the subject that’s been close to his heart.

    Did you have to keep any sensitivity in mind while deciding on the breadth and scope of the subject? While scripting and filming it? What did you rely on for the raw material for the script? Who has shot it? Who wrote it? Did you have to take help from specialists or historians who have been tracking the subject?

    The life and death of a national hero is an evocative subject. It needs a lot of care and research. We’ve been very particular about the sources and we’ve presented a balanced narrative that does not pursue sensationalism at the expense of substance. We’ve had participation by individuals close to the subject matter and it has entailed an exhaustive search for material, including archives and historic pictures from around the world. For research and interviews the team worked with experts and scholars from around the world. It’s taken a year to make.

    Did you face any challenges while filming it? And after completing it?

    Every production is challenging in its own way – access to research material, experts, characters, the logistics of filming abroad, multiple crews, collecting all the material, getting all the copyrights and the crafting of a compelling narrative that stays true to the available facts and ensures that the perspectives of speakers and contributors from various parts of the world are truthfully represented. All of this is a complex yet intrinsic and exciting part of the creative process, especially when you are making a show to Discovery’s high standards.

    Has this received interest from other Discovery channel outlets in the region and internationally?

    The film Subhas Chandra Bose: The Mystery will be available to Discovery programmers around the world. It is the prerogative of each regional programming expert to plan and air it according to the preferences and demands of each region’s respective audience.

    This subject can have massive appeal considering Netaji’s legacy. Which language and which part of India do you think will watch it the most?

    Discovery Channel is broadcast in four languages in India & South Asia – these are: English, Hindi, Telugu and Bangla.  We also have a separate channel for our Tamil viewers – Discovery Tamil, which will also simulcast the documentary. Discovery has gained enormously from our language localisation strategy and we believe that each language makes the content all the more appealing to its respective audience.

    How different is the profile of a documentary viewer now compared to say three years back?

    Well firstly, “documentary” is a bit of an archaic term. We are leaders in Factual Entertainment and that’s on the back of world class content, localised for Indian viewers, including a slew of purpose-made original content. The audience is not a homogenous set. It’s vast, diverse and continuously evolving in terms of tastes and preferences.  With digitalization, new channels and great content is now reaching viewers like never before.  Rural viewership data released by BARC has added massive audience numbers to the measured television universe and we are excited to serve our viewers the very best that TV has to offer. Viewers across various audience segments gravitate towards high quality, differentiated content. We have a sizeable following amongst the young and we have seen that the youth from smaller cities and towns is appreciative of content that satisfies curiosity and is revelatory.

    What difference has the  digital evolution brought in the traditional factual entertainment genre?

    Digital platforms have redefined viewer experiences and expectations, not only in the broadcast sector but across every end-user focused industry. For content consumption, the ‘second screen’ is complementing traditional lean-back TV viewing. This is an opportunity for broadcasters like Discovery to reach out to new audiences, especially the millennials. And we are focusing on immersive content that they will enjoy and be moved by.

    What other big national titles or other subjects or titles would Discovery be commissioning? Pardon my ignorance, but is this kind of a subject a first for Discovery in India?

    India content continues to be a focus area for the network. We have endeavoured to produce and broadcast ground-breaking programmes for Indian viewers and you can expect a lot more.

    In recent months, we have aired high calibre India programmes on a variety of subjects like Siachen, Humayun’s Tomb, A.R. Rahman, HRX Heroes with Hrithik Roshan, Mumbai Railways, 1965: India’s Battles & Heroes to name a few, on the Discovery Channel. Several more are in the 2016 line-up. We continue to innovate and deliver value to our viewers.

     

  • Discovery’s Arun Thapar & Subhash Chandra Bose documentary

    Discovery’s Arun Thapar & Subhash Chandra Bose documentary

    MUMBAI:  When you decide to make a documentary that seeks to throw some light on the disappearance of a national leader, you obviously are going to get noticed. Especially if the leader is the much-revered freedom fighter Netaji Subhash Chandra who allegedly disappeared following an air crash in Taiwan and the channel in question is factual entertainment provider Discovery India.

    Today, the Discovery India will air the documentary Subhash Chandra Bose: the Mystery. With the Narendra Modi led government releasing the long-hidden-in-secrecy  Netaji  transcripts in January 2016, the issue has been hitting newspaper headlines all over again. And historians have been eager to get at the bottom of the truth about what really happened to Netaji as accounts of him being seen after he allegedly died have been recorded.

    Discovery’s documentary produced by Iqbal Malhotra’s Aim Television therefore comes at an opportune time. It has been a pet project of Discovery Networks Asia Pacific vice president and executive producer Arun Thapar who has worked on it for more than a year. Indiantelevision.com posed Arun some questions and got some quick replies from him. Read on:

    Why did Discovery decide to commission a controversial documentary on the life of Netaji? Whose idea was it – Discovery’s or AIM’s ?

    Discovery Channel has been a pioneer in bringing differentiated and high quality content to our audiences. We are committed to meet viewer expectations and widen our local appeal by showcasing great stories about India and its prominent figures.

    Subhash Chandra Bose  is one of the most celebrated freedom fighters of the country. But his life is still overshadowed by the mystery surrounding his death. Discovery Channel wanted to bring the amazing facts and perspectives on his alleged death or “disappearance” to its viewers, especially with the recently declassified Bose Papers now available and new leads in the enduring story. It’s not about controversy but about facts and perspectives.

    Why is it interesting now from the viewership perspective?

    Despite many books on the subject, theories and inquiry commissions, the mystery of Netaji’s death or disappearance continues to intrigue Indians. New twists and turns in the story continue to emerge. Through this film Discovery Channel’s purpose is to present the facts and raise the pertinent questions and delve into its many layers. It’s an incredible story of an extraordinary man in extraordinary times.

    Why was AIM Television commissioned to produce it?

    Discovery Channel enjoys a long and successful partnership with AIM TV, which is a well respected production company with a great track record. When we proposed the idea to Iqbal Malhotra, the Producer, he was excited to pursue the subject that’s been close to his heart.

    Did you have to keep any sensitivity in mind while deciding on the breadth and scope of the subject? While scripting and filming it? What did you rely on for the raw material for the script? Who has shot it? Who wrote it? Did you have to take help from specialists or historians who have been tracking the subject?

    The life and death of a national hero is an evocative subject. It needs a lot of care and research. We’ve been very particular about the sources and we’ve presented a balanced narrative that does not pursue sensationalism at the expense of substance. We’ve had participation by individuals close to the subject matter and it has entailed an exhaustive search for material, including archives and historic pictures from around the world. For research and interviews the team worked with experts and scholars from around the world. It’s taken a year to make.

    Did you face any challenges while filming it? And after completing it?

    Every production is challenging in its own way – access to research material, experts, characters, the logistics of filming abroad, multiple crews, collecting all the material, getting all the copyrights and the crafting of a compelling narrative that stays true to the available facts and ensures that the perspectives of speakers and contributors from various parts of the world are truthfully represented. All of this is a complex yet intrinsic and exciting part of the creative process, especially when you are making a show to Discovery’s high standards.

    Has this received interest from other Discovery channel outlets in the region and internationally?

    The film Subhas Chandra Bose: The Mystery will be available to Discovery programmers around the world. It is the prerogative of each regional programming expert to plan and air it according to the preferences and demands of each region’s respective audience.

    This subject can have massive appeal considering Netaji’s legacy. Which language and which part of India do you think will watch it the most?

    Discovery Channel is broadcast in four languages in India & South Asia – these are: English, Hindi, Telugu and Bangla.  We also have a separate channel for our Tamil viewers – Discovery Tamil, which will also simulcast the documentary. Discovery has gained enormously from our language localisation strategy and we believe that each language makes the content all the more appealing to its respective audience.

    How different is the profile of a documentary viewer now compared to say three years back?

    Well firstly, “documentary” is a bit of an archaic term. We are leaders in Factual Entertainment and that’s on the back of world class content, localised for Indian viewers, including a slew of purpose-made original content. The audience is not a homogenous set. It’s vast, diverse and continuously evolving in terms of tastes and preferences.  With digitalization, new channels and great content is now reaching viewers like never before.  Rural viewership data released by BARC has added massive audience numbers to the measured television universe and we are excited to serve our viewers the very best that TV has to offer. Viewers across various audience segments gravitate towards high quality, differentiated content. We have a sizeable following amongst the young and we have seen that the youth from smaller cities and towns is appreciative of content that satisfies curiosity and is revelatory.

    What difference has the  digital evolution brought in the traditional factual entertainment genre?

    Digital platforms have redefined viewer experiences and expectations, not only in the broadcast sector but across every end-user focused industry. For content consumption, the ‘second screen’ is complementing traditional lean-back TV viewing. This is an opportunity for broadcasters like Discovery to reach out to new audiences, especially the millennials. And we are focusing on immersive content that they will enjoy and be moved by.

    What other big national titles or other subjects or titles would Discovery be commissioning? Pardon my ignorance, but is this kind of a subject a first for Discovery in India?

    India content continues to be a focus area for the network. We have endeavoured to produce and broadcast ground-breaking programmes for Indian viewers and you can expect a lot more.

    In recent months, we have aired high calibre India programmes on a variety of subjects like Siachen, Humayun’s Tomb, A.R. Rahman, HRX Heroes with Hrithik Roshan, Mumbai Railways, 1965: India’s Battles & Heroes to name a few, on the Discovery Channel. Several more are in the 2016 line-up. We continue to innovate and deliver value to our viewers.

     

  • travelxp partners with AzamTV; brings content to Africa

    travelxp partners with AzamTV; brings content to Africa

    MUMBAI: After venturing into 4K, travelxp is in news for tying up with Azam Tv, and reaching out to audiences in Tanzania, Kenya, Uganda, Malawi & Rwanda. Azam TV is a brand in broadcasting industry in eastern Africa, and claims to have millions customers across the said countries.

    travexp is a Indian lifestyle channel attempting to make a mark internationally after its launched in February 2011. The customers of AzamTV will enjoy travel programming filmed in HD over 40 countries.

    Having a footprint in North America, Middle-East and the Indian Subcontinent, the channel’s entry into the east African region is a sure shot boost. The channel says that the shows like Xplore Hong Kong, Strictly Street, Bliss and Quest are favourite amongst its audiences.

    Commenting on the occasion, travelxp CEO and MD Prashant Chothani said “Africa is a market with enormous potential. The percentage penetration and growth of pay TV population is one of the fastest growing markets in the world. With content syndicated in over 40+countries, further reinforces our belief in our offerings and ability to match viewing preferences of our audiences. We are pleased to join hands with AzamTV to distribute our high quality content to entertain the viewers of Africa”

    Azam Media Limited COO Jacob Joseph added, “ We are glad to have travelxp in our bouquet. It is the most watched channel and perhaps the one &only channel that portray ‘ Life into Reality’. The channel that don’t settle for less but aimed for its best’.As our slogan ‘Entertainment for Everybody.’

  • travelxp partners with AzamTV; brings content to Africa

    travelxp partners with AzamTV; brings content to Africa

    MUMBAI: After venturing into 4K, travelxp is in news for tying up with Azam Tv, and reaching out to audiences in Tanzania, Kenya, Uganda, Malawi & Rwanda. Azam TV is a brand in broadcasting industry in eastern Africa, and claims to have millions customers across the said countries.

    travexp is a Indian lifestyle channel attempting to make a mark internationally after its launched in February 2011. The customers of AzamTV will enjoy travel programming filmed in HD over 40 countries.

    Having a footprint in North America, Middle-East and the Indian Subcontinent, the channel’s entry into the east African region is a sure shot boost. The channel says that the shows like Xplore Hong Kong, Strictly Street, Bliss and Quest are favourite amongst its audiences.

    Commenting on the occasion, travelxp CEO and MD Prashant Chothani said “Africa is a market with enormous potential. The percentage penetration and growth of pay TV population is one of the fastest growing markets in the world. With content syndicated in over 40+countries, further reinforces our belief in our offerings and ability to match viewing preferences of our audiences. We are pleased to join hands with AzamTV to distribute our high quality content to entertain the viewers of Africa”

    Azam Media Limited COO Jacob Joseph added, “ We are glad to have travelxp in our bouquet. It is the most watched channel and perhaps the one &only channel that portray ‘ Life into Reality’. The channel that don’t settle for less but aimed for its best’.As our slogan ‘Entertainment for Everybody.’

  • FYI TV18 rollout with Chetan Bhagat and Vicky Ratnani

    FYI TV18 rollout with Chetan Bhagat and Vicky Ratnani

    MUMBAI: With the rise in factual entertainment and lifestyle genre on Indian television, A+E Network and TV18 have added one more infotainment channel FYI TV18 to its network. The channel was officially announced on Thursday after a three day soft run on various platforms. The channel started airing SD and HD feeds together from 4 July 2016.

    FYI TV18 is a factual entertainment channel. It will be distributed on all major DTH and cable operators by 11 July. It is leveraging its partnership with IndiaCast for distribution. This is a second channel in the same space from the network. “The difference between the channels is the content strategy. History TV18 is focused on historical events and individual pursuits while FYI TV18 will be entirely based on relationships people share, it has the concept in its roots of relation bonds” said A+E Network MD Avinash Kaul.

    FYI TV18 is predominantly focusing on content strength for growth; the management has high expectations from its human stories that it will have expanded audiences and reach with its progressive content and Hindi used a medium.

    The channel claims to focus on middle and top tier viewers. Kaul, while talking to the media said that presently, there is a gap in the content flow. Either the shows are made for urban or for rural audiences. There is a lack of progressive content for tier II city audiences. FYI TV18 is targeting to fill in that gap with its factual content and focus on Hindi as the language for its shows. Therefore, the channel will reach out to the mid and top level of pyramid. “The channel is bound to demographics, and the programming is Hindi. Therefore it will travel to a bigger lot” added Kaul.

    At present, the channel will roll out 35 per cent of locally produced content and 65 percent internationally acquired content, acquired from FYI international. The first two Indian shows are Real 2 States Couple – the show follows the travails of a cultural dating couple, trying to adjust to each other’s families. The show is to be hosted by novelist Chetan Bhagat. The other show is rivals-in-law, hosted by Chef Vickey Ratnani. It follows a cook off between a daughter-in-law and a mother-in-law.

    Speaking about the two shows Kaul added, “The shows are based on relationships between people before anything else. These shows are stories that everyone will relate to.” The channel has aimed to make simple shows with less glamourous and real life stories. The next show will be a home styling show, planned sometime next month. That production has also been undertaken by BBC.

    Popular international shows like Man Vs Child, Tiny House Nation and Married at First Sight will be aired on the channel. The channel plans to grow locally produced shows gradually. FYI TV18 is focusing on Hindi as a medium. Even international shows will be dubbed in Hindi. Other language feeds will be Tamil and Telugu.

    For the first year, FYI TV18 will be encrypted but free to air, later it will switch to a subscription based modle. There are high expectations from the venture. According to the management, the soft run received viewership of over 1 million in an hour’s time, so when it launches on all major DTH and cable platforms, the channel is expected to reach 90 million households.

    On the digital front, FYI TV18 is on the verge of launching a mobile application and website. Its content is also available on Facebook Live. The channel might have exclusive digital content, but that is yet to be revealed.

    Kaul informed that a 360 degree marketing strategy has been planned to establish FYI TV18. Digital marketing has been given a lot of importance. Apart from digital, the channel and the shows will be promoted on cross channels of the group and outside heavily. There is also investment on OOH and radio as well. The channel has finalised deals with three to four brands as advertisers and is targeting mass products brands to come on board. The names could not be revealed for now.