French television music channel, Trace TV, has just made its foray into the Indian market by joining DishTV, India's first Direct-to-Home (DTH) entertainment platform promoted by Essel Group, owners of the Zee Network.
Brought in by the Embassy of France, the channel will make its official launch on April 24. An international TV channel dedicated to young people around the world, Trace TV offers a mix of three key genres: Urban music, Urban features and Specials.
Trace TV reaches about 60 countries through nine satellite platforms. With its multi-cultutral content, it targets the 15-24 year age group. As part of its international expansion plans, it is now targeting India as its next key market.
Urban music is an international selection of urban styles, including the latest in Hip Hop, Reggae, Latin Beats, Afro, Club, etc. Urban features on the channel bring reports and interviews from the world of fashion, dance, society, cinema, sports, etc. The third genre, Specials, includes music events from around the world, films and short films, documentaries as well as award shows.
Said Sunil Khanna, CEO, DishTV, "One of the key reasons for channels to come on the DTH platform is that it provides a business model for niche channels which is not available on cable. DishTV offers the Indian audience the power of choice accompanied by unmatched digital picture quality and stereophonic sound, and there is no constraint on the number of channels that can be put on the platform."
Khanna ruled out any Indian content going on this channel. "We are distributing Trace TV as part of our English entertainment package. There may be customisation in content based on the preferences of Indian viewers of Western or European music, but the channel will not migrate to Indian music at any point of time. There are too many channels focusing on Indian music including Channel [V] and MTV. But Trace TV will be purely Western plus European," he added.
Trace TV is the third Western channel in the DishTV bouquet, Soundtrack and VH1 being the other two. Soundtrack is exclusive on DishTV and shows original soundtracks of English movies, songs trailers, etc. VH1 is a complete Western music channel, also available on cable.
Mohamed Bendjebbour, Audiovisual Attaché - Film, TV & Radio Department, Cultural Section of the French Embassy in India, said, "Our main aim is to promote channels originating from France and encourage exchanges between entertainment professionals of France and India. Music is universal and can fit with youth anywhere and Trace TV is a diverse channel offering English, African, American, South American and Caribbean music-something for all."