Mumbai: Superstar Salman Khan will be the face of new US-based factual entertainment channel 'HISTORY', a joint venture between A+E Networks and TV 18, in India.

The channel hopes that the actor whose popularity cuts across all age groups and gender will play a pivotal role in helping changing the perception of 'HISTORY' in India.

Ajay Chacko, President of A+E Networks-TV 18 JV said, "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."

"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 Khan, we hope to make this genre as popular in India as it is around the world," he said.

Commenting on his alliance with HISTORY, Salman Khan 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. I was bowled over by their content, it’s nothing like I expected it to be."

Research has proved that viewers have started watching factual entertainment channels the world over, even more, because they offer a completely different style of programming, enhanced visual experience especially in an outdoor setting that has never been seen before. This trend is bound to show up in India soon as people are looking beyond soaps, serials and existing reality TV for entertainment, Chako said.