Thaindian News

New Delhi, Aug 24 (IANS) Bollywood star Salman Khan has associated himself with factual entertainment channel HISTORY. He is expected to host a show for it and says viewers with a taste for differentiated programming will enjoy it.

The format of Salman’s association with the channel is “yet-to-be-revealed”, the channel said.

“The Indian TV audience today has evolved. They are very demanding and look for a mix of differentiated programs for their daily dose of entertainment. HISTORY channel, with its unexpected take on the subject, is sure to whet the audience’s appetite for more of its kind,” Salman said in a press statement Tuesday.

The original US-based channel is being brought to India by AETN-18, a joint venture between A + E Networks and TV 18.

Salman, who has had a small screen stint thanks to shows like “Dus Ka Dum” and “Bigg Boss”, has been roped in as his popularity cuts across all age groups and gender, according to Ajay Chacko, president, AETN-18.

“Salman symbolises the brand personality of HISTORY perfectly. He is stylish, trendy, versatile, fun and his all encompassing popularity makes him the perfect fit for our brand,” said Chacko.

They are also looking at changing the perception about the channel.

“HISTORY has always been associated with the past, but with the new HISTORY channel, we hope to change people’s perception of HISTORY. The channel today is contemporary; it is about action and adventure. It is about people making history every day. And through this unique and exciting partnership with Salman, we hope to make this genre as popular in India as it is around the world,” he added.