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Factual entertainment channel FYI TV18 goes on air

The channel unveils two local productions focusing on relationships with Chetan Bhagat and Vicky Ratnani as hosts. The channel is a JV between A+E Networks and TV18

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Factual entertainment channel FYI TV18 goes on air

Factual entertainment channel FYI TV18 goes on air

The channel unveils two local productions focusing on relationships with Chetan Bhagat and Vicky Ratnani as hosts. The channel is a JV between A+E Networks and TV18

BestMediaInfo Bureau | Mumbai | July 8, 2016

(L-R) Avinash Kaul, Chetan Bhagat & Vicky Ratnani.jpg (L-R) Avinash Kaul, Chetan Bhagat & Vicky Ratnani.jpg

FYI TV18, a factual entertainment channel focusing on relationships, has unveiled two new shows – 'Real 2 States Couples' and 'Rivals-in-law'. FYI TV18 is a joint venture between from the A+E Networks and TV18.

Avinash Kaul Avinash Kaul

Speaking about the channel and the content, Avinash Kaul, President, Strategy, Product, and Alliances, Network18 and Managing Director A+E Networks | TV18, said, “It is a factual entertainment channel because there is nothing fictional in it. These are not actors coming in and doing something. It is about regular people and regular lives but told in a very interesting format because typically these kind of content don't find their way in to GECs. GECs like certain melodrama, certain over-the-top moments so that they get the ratings. We are not looking at that, we are looking at a moderate approach at what really happens in life around us. So, it is very conversational, approachable content and progressive in mindset.”

Kaul believes it is the right time for factual entertainment to make a comeback as there is a gap in the content. “If you see the US, factual entertainment channels are actually in the top 10. In India, only general entertainment, which are fiction-based, and movie channels are ruling the roost. So this is perhaps time for factual entertainment to make a comeback. This is why we are going for local content and investing in big production houses and trying to make sure that people change the way they consume content,” he added.

Hosted by author Chetan Bhagat, Real 2 States Couples will follow the travails of a cross-cultural couple in a relationship, trying to adjust with each other's families. Rivals-in-law, hosted by chef Vicky Ratnani, will feature cook-offs between a daughter-in-law and mother-in-law, with the husband as the judge.

Chetan Bhagat Chetan Bhagat

Speaking about Real 2 States Couples, Bhagat said, “India's youth today are major change agents driving social transformation. One of the best examples of this are inter-cultural marriages brilliantly captured in our new series Real 2 States Couples. I've been personally very entertained by these confident young people and I'm sure our viewers will love them too.”

Vicky Ratnani Vicky Ratnani

Talking about his experience while hosting Rivals-in-law, Vicky Ratnani, said, “Food today is not just about taste but a fun recreation process. Add to it the spice of relationships and you have a heady mix of entertainment without parallel. It was great fun hosting the show and I think it will set a high benchmark for the industry, difficult to match.”

The marketing strategy for FYI TV18 will be mass. Television will be a large part of the strategy and they will be seen on mass entertainment, movie, youth entertainment, news and music channels. FYI TV18 will go big with digital marketing and they will be seen outdoor, cinema and radio as well.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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