Sony BBC Earth, the factual entertainment channel by MSM Worldwide Factual Media, a joint venture between Sony Pictures Networks India and BBC Worldwide, will be launched on March 6.
The channel will be available in SD and HD in English, Hindi, Tamil and Telugu.
"We have always been looking for opportunities for growth outside the genres we operate in and that's why factual entertainment. The first name that comes in factual entertainment is BBC Worldwide. It's a privilege to have them as our joint venture partner," Sony Pictures Networks India Chief Executive Officer N P Singh told reporters here.
The two media firms had entered into a joint venture in 2015.
"Sony Pictures Networks is known to create compelling and differentiated brands across all genres that it operates in. Nurtured as a JV partnership, Sony BBC Earth, combines the strengths of both partners; including fascinating content, estimable brand equity and superior sales and distribution prowess," he added.
BBC Earth is the biggest brand for BBC Worldwide and is viewed by 500 million people in 39 countries. India will be the 40th nation where the channel will be launched.
BBC Worldwide President Global Markets Paul Dempsey said, "It is the first time we have partnered on BBC Earth and it's the first time we have partnered Sony. Our relationship with Sony has been a long one, built in the first instance on our production business and one that has since grown across all key areas of BBC Worldwide's operations".
"We partner with them to bring programmes like Sherlock, Orphan Black and Top Gear on AXN in India and now this joint venture which is a pioneering model for us," said Dempsey.
The factual entertainment genre in the country is estimated to be Rs 1,500 crore and accounts for 1.2 per cent of total television viewership.
Singh said they aim to be among the top three channels in the factual entertainment space in a year's time.
The channel will have 19 hours of original content per week and Dempsey said they plan to introduce more local content that is relevant to the audience here.
The channel will be headed by Sony Pictures Networks India's EVP and business head English cluster Saurabh Yagnik, who said initially the channel will be focusing on mega cities.
Asked if the JV would be extended beyond factual entertainment space, Dempsey was non-committal and said,"who knows what other collaboration there maybe as a result of the JV that we have now."
The channel has roped in actress Kareena Kapoor Khan as its 'feel alive' ambassador.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)