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Network18, AETN to make History

business Updated: Aug 16, 2010 16:37 IST
Rachit Vats
Rachit Vats
Hindustan Times
Highlight Story

Post a recent re-structuring followed by a tie-up with the US-based A&E Television Networks (AETN), the Network18 Group is now working towards consolidating its position in the businesses it is already present in. With multiple tie-ups in various genres already in place, the join venture with AETN will help Netowrk18 foray into the ‘specialised channel’ space.

Mumbai-based Network18 Group will hold 51 per cent stake while the AETN will hold the remaining in the joint venture, which will first launch History India, subject to approvals. Depending on its success, other AETN channels such as Bio, and Crime & Investigation, may be launched. History’s content will be rolled out in multiple languages.

“At Network18, the focus is to consolidate our businesses and move towards profitability. We are already present across genres and AETN helps fulfill our need to be in the factual entertainment genre. For History, it’s a re-entry in India. Our challenge is to generate enough momentum and stickiness with audiences through innovative content,” said Haresh Chawla, group CEO, Network18.

For AETN, India presents a strong growth opportunity. With its channels portfolio including AETN Network, History, Lifetime, BIO, Crime & Investigation Network, Military History, Lifetime Movie Network, History International, History en espanol and Lifetime Real Women, it is already a global biggie in the pay TV space.

Abbe Raven, president & CEO, AETN, said, “Our approach has been to build the AETN brands globally but have them live locally. History is available in more than 30 languages, with all channels operated by local teams of programmers and marketers who are finely tuned to the needs of those regions. We feel that with the strength of our brands and the expertise of Network 18, we will deliver the best factual entertainment on offer to Indian viewers.”

“The growth in the niche market is fairly high and Network18 will be able to use its distribution muscle to advantage,” said Rajesh Jain, head – media & entertainment, KPMG India.

“Media planners chase content as a destination. This tie-up will help Network18 deliver a total package,” said Divya Radhakrishnan, president of media agency TME.
Network18, AETN to make History

Rachit Vats

rachit.vats@hindustantimes.com

Mumbai

Post a recent re-structuring followed by a tie-up with the US-based A&E Television Networks (AETN), the Network18 Group is now working towards consolidating its position in the businesses it is already present in. With multiple tie-ups in various genres already in place, the join venture with AETN will help Netowrk18 foray into the ‘specialised channel’ space.

Mumbai-based Network18 Group will hold 51 per cent stake while the AETN will hold the remaining in the joint venture, which will first launch History India, subject to approvals. Depending on its success, other AETN channels such as Bio, and Crime & Investigation, may be launched. History’s content will be rolled out in multiple languages.

“At Network18, the focus is to consolidate our businesses and move towards profitability. We are already present across genres and AETN helps fulfill our need to be in the factual entertainment genre. For History, it’s a re-entry in India. Our challenge is to generate enough momentum and stickiness with audiences through innovative content,” said Haresh Chawla, group CEO, Network18.

For AETN, India presents a strong growth opportunity. With its channels portfolio including AETN Network, History, Lifetime, BIO, Crime & Investigation Network, Military History, Lifetime Movie Network, History International, History en espanol and Lifetime Real Women, it is already a global biggie in the pay TV space.

Abbe Raven, president & CEO, AETN, said, “Our approach has been to build the AETN brands globally but have them live locally. History is available in more than 30 languages, with all channels operated by local teams of programmers and marketers who are finely tuned to the needs of those regions. We feel that with the strength of our brands and the expertise of Network 18, we will deliver the best factual entertainment on offer to Indian viewers.”

“The growth in the niche market is fairly high and Network18 will be able to use its distribution muscle to advantage,” said Rajesh Jain, head – media & entertainment, KPMG India.

“Media planners chase content as a destination. This tie-up will help Network18 deliver a total package,” said Divya Radhakrishnan, president of media agency TME.