Fashion TV (FTV) India has decided to revamp its India programming wherein viewers will now get the right mix of national and international fashion. Director-Programming, Rupal Vaidya, says the channel is “now a free-to-air one and the programming will have the right mix of both national and international features”. FTV also plans to expand its offline activities by launching its merchandising range in the country.
Elaborating further, Vaidya said the channel reaches 30 million households. “As far as the decision to revamp the India programming is concerned, this was a global decision. The Indian audience will now be able to witness global and Indian fashion events as they take place. The best of Indian content will now be made available to international audiences as and when an event takes place and vice-versa,” she said. This practice was not adopted earlier.
In addition to this, the 15-minute programming on hair and make-up will now have a lot of Indian content. Citing an example, Vaidya said, “If model Ambika Pillai dons a new hairstyle or make-up, it will get featured in FTV’s international hair and make up show.”
There will be no programme repetition in the 24-hour India feed, Vaidya informed. Modi Entertainment Network will continue as the sole distributor. “The editorial team in Paris will make sure that the Indian audience gets the right mix. All Censor Board norms are being met by us”, Vaidya added.
It’s not only the programming that has been revamped. Several offline initiatives are also being undertaken in order to come closer to the target group. The ‘f.Bar & Lounge’ chain will be extended to eight new cities in India by the end of this fiscal. Cities like Hyderabad, Kolkata, Chandigarh, Pune and Jaipur will have a f.Bar & Lounge soon.
Another dimension to FTV’s foray in India will be the introduction of a new line of merchandising products for both men and women. These will be launched by the end of this fiscal. FTV branded T- shirts, trousers, skirts, pants, tops, etc., will be available in all leading stores. Branded accessories like belts, handbags, sun glasses, cigarette lighters, cocktail drink glasses, etc., will also be available. All these new products will be promoted through ads developed in-house and featured on the channel. There will be some amount of print advertising too, Vaidya said.
The main target for the products are urban youngsters (20-35 years) with an upwardly mobile attitude. A new sales and marketing office will be set up in New Delhi soon. At present, there are two sales and marketing offices in Mumbai and Bangalore. With the offline extensions forming a major part of FTV’s business, the channel foresees 100 per cent growth in the near future in India, Vaidya said.