Fashion TV (FTV) will become pay channel on December 1, 2001. Fashion TV is targeting at one million dollars in revenue from the Indian sub-continent within a year of its operations as a pay channel.
exchange4media has learnt that the channel will be available at a subscription of between Rs 4 to Rs 8 depending on the different bundling packages. This encryption and pay status would be valid for India, Pakistan, Bangladesh, Nepal and Sri Lanka. FTV had recently signed on Modi Entertainment Network (MEN) for the development of the channel across the region.
FTV is looking at revenues of close to a million dollars from this region by the end of 2002. This would constitute roughly 5 percent of worldwide revenues. “While initially our presence in this region will be through MEN, we would want to set up a joint venture within two years,” said Michel Adam, president, Fashion TV.
This revenue target includes pay subscriptions, advertisement, merchandising and licensing. FTV is targeting a reach of 20-21 million homes in three months time. While FTV is pay in most markets, the move in India is also due to massive under-reporting. The channel is also planning to introduce ad breaks in its Indian feed. Initially, these advertisement slots would be restricted to two minutes per hour. FTV has signed up couple of advertisers key amongst them being Samsung.
In a bid to establish the brand salience of FTV and to garner additional revenues, the channel will be looking at merchandising and licensing of the FTV brand. The channel is also planning to set up FTV cafes’ in the metros and is exploring franchising partnerships with various companies. Sponsorship of events is going to be one of the key strategies to be adopted.
FTV is apparently not going to leave any stone unturned in its efforts at reaching the Indian audiences. In line with the off-air activities, on-air programming will also get a sub-continental flavour. Programming alone will require at least half a million dollars in investment. Event Sponsorships will require additional investments.