A+E Networks & TV18 Launches FYI In India
Mumbai: A+E Networks®| TV18 is set to launch FYI™ TV18, a contemporary factual and lifestyle entertainment channel today at a press event in Mumbai. The new channel will draw on the success of FYI globally, where it is a distinctive brand in the marketplace that embraces adventurous, personalized and innovative lifestyle programming. In the U.S., FYI ranks as among the most upscale entertainment networks on ad supported cable and attracts among the youngest demos.
FYI TV18 will be available in English, Hindi, Tamil and Telugu and will offer a perfect blend of local Indian shows and international programming featuring a unique blend of content pillars – ‘Your Circle’; ‘Your Taste’; and ‘Your Space’. FYI has garnered strong a reputation for ground-breaking formats and blockbuster hits such as Man Vs Child; Tiny House Nation, Seven Year Switch, Arranged, among others.
At launch, FYI will premiere two high-profile Indian productions focusing on relationships: Real 2 States Couples and Rivals-in-law.
Hosted by bestselling author, and hugely popular local celebrity, Chetan Bhagat, Real 2 States Couples follows the travails of a cross-cultural couple in a relationship, trying to adjust to each other’s families. Real 2 States Couples explores the relationship dynamics of a couple and their respective families before a wedding.
Rivals-in-law highlights that of couple well into their marriage. The series, hosted by celebrity chef Vicky Ratnani, features a ‘cook-off’ between a daughter-in-law and her mother-in-law, with the husband as the judge.
FYI™ TV18 caters to a new-age India, providing a personalized viewing experience and avoiding the conventional “top-down approach,” addressing the viewer “as a friend, rather than preaching from a pulpit.”
Speaking on the occasion, Network18 Chairman Adil Zainulbhai said, “The launch of FYI™ TV18 is in-sync with our philosophy of providing fresh, modern content for an India on the go. After redefining news and general entertainment for Indian audiences, we believe the time is ripe for another disruption in the lifestyle space.”
Sean Cohan, President, International and Digital Media, A+E Networks® said, “We are delighted that FYI™ TV18 will be available to Indian viewers. FYI has been a tremendously strong brand for us in the US, as the most upscale and fastest growing network in cable. India presents strong growth opportunities for A+E Networks’ global portfolio strategy and we’d like to replicate the success of History TV18 as well as other powerful global brands in our bouquet, starting with FYI™ TV18’.”
Avinash Kaul, President- Strategy, Product, and Alliances, Network18 and Managing Director A+E Networks®| TV18 said, “As the market dynamics in the media sector continues to evolve, it exposes niches waiting to be exploited. With general entertainment going increasingly rural and mass, there is an underserved demand for convivial and progressive content. We believe that in FYI™ TV18, with its unique mix of predominantly local content with relationships at its core, we have a winner.”
FYI™ TV18 is the second channel to be launched from the A+E Networks | TV18 bouquet after the stellar success of its HISTORY™ TV18. Launched in 2011, HISTORY™ TV18 ranks among the top channels in the factual entertainment genre, riding on the success of blockbuster local productions like ‘OMG! Yeh Mera India’ and more recently ‘Man Vs Job’.
On the distribution front, FYI™ TV18 will leverage its partnership with IndiaCast, to ensure connectivity unmatched in the genre. The channel will be launched with a high-decibel marketing thrust over the next few days.
Source: A+E Networks