In a bid to intensify its India focus, Fashion TV has entrusted its broadcasting and operations, including programming, licensing and merchandising, to Trinity Dreamworks, which has in turn extended the revenue and brand management mandate to Helios Media, a specialised revenue monetisation firm for the broadcast industry.
Commenting on the assignment, Divya Radhakrishnan, MD, Helios Media said, “Being entrusted to represent and partner the world’s biggest fashion brand is an appreciation of our ability at Helios to position channels as brands and not commodities. With MTunes HD and FoodFood, we have exhibited how this takes the agenda beyond merely selling inventory. The teams across our offices are ready to offer advertisers the opportunity to associate and integrate with the No. 1 global fashion destination.”
While Fashion TV has been officially broadcast in India since 2000, available across all forms of TV distribution platforms – digital cable, DTH, analog – the concentration has been intensified on the back of the upsurge in consumer spending and demand for fashion.
Michel Adam, Founder of Fashion TV said, “The FTV brand has been growing from strength to strength across the globe as the fashion destination – be it our broadcast brand or various categories that we are into, under the ‘F’ brand. With the surge in Indians consuming global brands, it is only natural that we affirm our presence in the market with renewed vigour.”
The brand’s commitment to India is underlined by the growing off-air presence with the setting up of FBars in Mumbai and Bangalore, the FResidence in Pune, and plans to open 40 FCafes around the country over the next three years. Apparels and accessories under the FAccessories label are in the pipeline, along with the proposed launch of FVodka.
Commenting on the India programming agenda, Vishal Gurnani of Trinity Dreamworks said, “The Indian fashion industry is growing phenomenally. The markets are flooded with the best of brands from all over the world indicating growing awareness and consumption. Fashion TV in India has contributed towards enhancing the viewer’s knowledge and experience in the world of fashion, for over a decade. It is now time for us to enhance positioning of the channel itself so we can continue to satiate the viewer’s increasing love for fashion.”