India's leading InfoTech publishing group, Cyber Media India Ltd., revives its TV division by launching a TV programme on careers catering mainly to the young women segment. The programme titled 'Fair & Lovely Career Baatein' is in association with Hindustan Lever Ltd. (HLL), the largest advertiser in India. It is a promotion exercise for Fair & Lovely brand's repositioning which stresses on the empowerment of women through economic self-sustenance.
"Keeping in mind the IT market conditions, we are looking at the various aspects of ICE in this convergence age to grow as a group. And revival of Cyber TV is a step in that direction. Besides the 'Fair & Lovely Career Baatein', we are exploring other programming options also (including IT and non-IT both) but within the intelligent information space," said Pradeep Gupta, MD & Publisher, Cyber Media Group.
The programme has been conceived, co-produced and marketed by Cyber TV, a division of Cyber Media which publishes InfoTech publications such as Dataquest, PC Quest, Computers@home etc. apart from a tie-up with the world's largest IT market research company, IDC, for operations in India. In the past, Cyber TV has produced a number of IT and related programmes.
But interestingly, as Gupta said, this programme focuses on careers and aims at young women. The 13-episode interactive series will be aired on every Thursday at 6.30 pm on DD Metro. "The weekday slot at 6.30 pm with the maximum viewership for educational and informative programmes (non news and current affairs category) is ideal for reaching out to our targeted youth segment as it is positioned immediately before the switch to daily entertainment viewing. It helps us to reach over 126 cities covering 35.6 per cent of India's population," says Rachna Burman, Advisor, New Projects & Corporate Strategy, Cyber Media Group.
Each episode will showcase a particular career and examine the issues around it in depth including insights from a career counselor. A special section 'Fair & Lovely Super Achiever of The Week' in every episode features a woman achiever from that particular career field. This will be followed by general career tips along with information on admissions, entrance tests, etc. Besides that, it includes campus highlights from the educational institutions - through the eyes of the students themselves and anchored by a student from the concerned campus itself.
The programme has been co-produced by Newdelhi Communication Networks Ltd (NCNL), a Delhi-based TV production company.