Travel & lifestyle channel Fox Traveller is expanding its reach to a wider audience in India by launching a 24-hour Bangla feed from January 15, 2012. At present, the Bangla feed is available for four hours during primetime from 8 pm to 12 midnight; the channel plans to enable a larger spectrum of viewers in India to enjoy the fun through its 24-hour programming in Bengali. The channel claims to have received good response from viewers, which has encouraged the decision to launch a Bangla feed.
Commenting on this move, Debarpita Banerjee, VP - Marketing, Fox International Channels said, “Bengalis love the good life – full of food, music, art, travel – and we have plenty of glimpses of this kind of a lifestyle on Fox Traveller. The channel believes that only showcasing destinations are passé, and unfolds stories that make a journey beautiful and fun. The Bangla feed will enable us to capture the lyricism of this language and build it into our content, bringing it closer to the audience.”
When asked why Bangla language, Banerjee replied, “Bengal is a very important market for us. Travel as a content is very close to the Bengalis, so from that perspective we are launching the channel in Bangla language.”
Regarding marketing activities, Banerjee informed, “We will be doing on ground activities. Along with that, we will also be doing television, outdoor and radio advertising.”
“We are coming up with new shows – ‘Freaky Traveller’, which will be launched towards end of January, and ‘It happens only in India’, which will be launched by March-April 2012,” she added.
Fox Traveller will now be available in Bangla, along with Hindi, English and Tamil across all DTH platforms and cable network operators. Viewers will be able to choose their preferred language through the remote control.
Banerjee concluded, “Our shows will be the same for all the four language, just that it would now also be dubbed in Bangla language.”