Media Industry
Industry: Email Alert RSS FeedHistory in the making: India's infotainment advertising pie is stalled at below US$10 million a year, media insiders say. Hopes are that the launch of the History Channel will add at least 20% to the total, Ritesh Gupta looks at a new channel with an old theme.(channels)
Television Asia, January, 2004 by Gupta, Ritesh
Two scenarios are possible for the history/ biography genre in India in 2004. Either the launch of The History Channel on November 30 enlarges the ad pie for the entire genre. Or it filches revenue from STAR stable-mate, National Geographic, and rival Discovery Channel India. At the moment, the jury is still out on the performance of the new service, offered in India through an agreement between National Geographic Channel (NGC) Network (India) Private Limited and the US-based AETN International.
The History Channel, currently available in Hindi from 10pm to midnight, is being distributed to 15 million cable and satellite households as part of the 12-channel STAR bundle targeting India. STAR says the plan is to migrate to a 24-hour Hindi feed by June 2004....
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