US broadcaster A+E Networks, along with local partner Reliance-owned TV18, has rolled out its factual entertainment channel FYI in India. FYI TV18 looks to target the Hindi-speaking audience with 350 hours of content.

“Out the 350 hours of content, about 100 hours of content will be Hindi language lifestyle content targeting middle India consumers. With rating agency BARC bringing rural viewer ship measurement, there is a huge untapped market at the bottom of the pyramid. We are looking to fill the gap between the top and the bottom,” Avinash Kaul, Managing Director, told Business Line on the sidelines of the launch.

Last year, Broadcast Audience Research Council India (BARC India) started mapping rural rating. This expanded the viewership pie by almost three times.

At an all-India level, the urban and rural markets are almost equally split. The reach of BARC has now expanded to 153.5 million TV households representing all-India. Of these, 77.5 million are in urban India and 76 million in rural India. 

A+E Network said it will start with two locally produced shows including author Chetan Bhagat-hosted Real 2 States Couple and Rivals-in-la , a cookery show hosted by celebrity chef Vicky Ratnani. Kaul said that FYI TV18 will look to offer an adventurous and personalised approach to people’s taste, space, relationship, story and more. The company declined to give out any investment details.

The channel will be launched on DTH and cable platforms by this month. The channel will also have global content such as Man vs Child , Tiny House Nation andSeven-Year Switch .

FYI channel was first launched in the US. A+E Networks and Network18 had announced the launch of the channel in Bali, Indonesia earlier this year.

A+E Networks operates History TV18, a factual entertainment channel in India.