ele, Maradona, Platini and Roberto Baggio have worn it and amateurs aspire to it. But the latest on television screens to sport the number 10 jersey is not a soccer star. He is Ten Ten, the mnemonic for The History Channel�s (THC) striker Biography - one of television�s longest-running series (premiering in April, 1987, it has profiled nearly 1,000 people) that promises "all the gyan on famous people". With a little help from Ten Ten coupled with its award-winning programming and localisation efforts, THC is confident of achieving its channel share (which it hopes will rise close to 0.4 per cent) and revenue targets for the year.

THC came to India through an affiliation between AETN International (that comprises A&E; Network, THC, The Biography Channel, History International and AETN Enterprises) and National Geographic Channel Network (India). It began broadcasting on November 30, 2003, and was available in 15 million C&S; households. Today it reaches 24 million C&S; households. "Through The History Channel, our endeavour is to provide wholesome and credible entertainment that is relevant across ages - from six-year-olds to 60-year-olds, though the core target audience is male in the age group 15-45 years," says Charath Narasimhan, vice-president, marketing, National Geographic Channel and THC. ... more