‘ ‘trendz’, the fashion channel from the Zee Network has decided it was about time to bring about localisation in its content. In the course, the channel is adding lifestyle programmes in its primetime, matching the baseline, ‘where life meets style’. The objective, as per Abhijit Saxena, Business Head, trendz is to increase viewership and in turn revenues.
The channel launches its first Indian program, Diabolical, in the second half of July. A weekly programme from the production house Sol, ‘Diabolical’ is a magazine guide, capturing the pulse of the urban mindset. Saxena explains that the channel is working on more such shows. “We have to still take a call, whether these shows will be done in-house or from production houses but in the coming weeks, we will place more Indianised programming on our primetime band.
Explaining more about the change in content, he says, “So far trendz was more of a fashion channel and there was a lot of ramp shows involved. Now we will divide our primetime, 8.00 to 11.00 pm on both weekdays and weekends between ramp shows and lifestyle programming.”
Adding further he says, “The idea is to create and customise programmes relevant to the Indian viewer's mindset. The forthcoming launches include Indian as well as international fashion programmes. In terms of marketing these will be backed by on-ground promotions and synergised on air and off air properties.”
Saxena explains that localising content was a decision the channel was contemplating for a while and bringing in lifestyle programming seemed like the obvious solution. As for the advertiser response to this change, he claims that, so far it has been a positive one. Without divulging specific details, he says, “The interest level in advertisers is high. We are in talks with various clients from not just lifestyle categories but also FMCGs and while good companies. But it is too early to divulge names.”
Where niche is becoming the order of the day, a brand like trendz can prove to be a perfect platform to meet a specific kind of audience need. However, success can be attained only with the right kind of programming. To begin investments on the 8.00 to 11.00 pm band can prove worthwhile for the channel but a lot still depends on the planned content line-up that the channel still has in pipelines.