MUMBAI: AETN-18 (joint venture between A + E Networks and TV 18) has associated with actor Salman Khan for its upcoming factual entertainment channel History, the original History channel from US and the world leader in factual entertainment.

In a unique first and yet-to-be-revealed format of association, History brings on board Khan, whose popularity cuts across all age groups and gender, and who will play a pivotal role in helping changing the perception of History in India.

A+E Networks I TV18 JV president Ajay Chacko said, “Salman symbolizes 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. 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 & adventure. It is about people making history every day. And through this unique and exciting partnership with Salman Khan, we hope to make this genre as popular in India as it is around the world.”

Khan added, “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. I was bowled over by their content, it’s nothing like I expected it to be!”