Travel & lifestyle channels should stay fresh: Debarpita Banerjee

The VP-Marketing of Fox Int’l Channels shares why channels need to keep refreshing the various elements that make for their positioning & personality

e4m by Synjini Nandi
Published: Mar 5, 2013 7:28 PM  | 4 min read
Travel & lifestyle channels should stay fresh: Debarpita Banerjee

Players in the broadcast space have banked on fresh elements in their channels to stand out amongst various other players in the television broadcast space. From experimenting with different content and marketing strategies to channel refresh campaigns, players undertake various initiatives to position their channels as one of a kind.

According to Debarpita Banerjee, VP - Marketing, Fox International Channels, a travel and lifestyle channel should stay fresh, enthuse people with new perspectives and keep the magic alive between them and their viewers.

In conversation with exchange4media, Banerjee, talks about the new channel refresh campaign for 2013, the content and programming strategy for the channel and the some of the exciting initiatives on the digital platform.

Fox Traveller has launched a new channel refresh campaign in March 2013. Could you highlight some of the aspects that have driven the same?
A travel and lifestyle channel should stay fresh, enthuse people with new perspectives and keep the magic alive between them and their viewers. And this needs to be done not just through its content, but also through the channel personality. Which is why, it’s good to keep refreshing the various elements that make for a channel positioning and personality.

Moreover, Fox Traveller has a blue sky philosophy that has many shades and interpretations. The channel believes that not just destinations but even journeys are full of enriching experiences and fun. This is why it signs off with, ‘This Journey is fun’. And this kind of an open thought can be done justice to, through its many dimensions; each capable of breathing freshness into the thought. This refresh campaign is building on one such dimension of ‘This journey is fun’.

The new campaign has the underlying theme of ‘Un’. Could you elaborate on the refresh campaign and some of its significant aspects?
The ‘Un’ campaign is just one way of looking at travel, one way of making a journey fun. It plays up the joys of surprise, randomness, hitting the road without an agenda, making things up on the way. Through words like ‘Unplan’ ‘Unmap’, ‘Unscript’, ‘Unexpect’ and many more, the campaign is an ode to impulse as opposed to precision and planning.

What are some of the changes that the channel would observe in terms of the content and the programming strategy?
The channel has showcased all kinds of fun journeys. And will continue to have the winning mix that comprises of great international shows and fresh format local productions. However, there will be a lot more shows that will demonstrate the philosophy of the ‘Un’. Fox Traveller already has many messiahs of ‘Un’ and they will be heavily sprinkled across the prime time.

What are some of the marketing initiatives that the channel would be undertaking in order to create a buzz about the changes? What is the per cent share of the marketing spends that has been earmarked on the different media platforms?
When it comes to reaching out to the right kind of mindset, Fox Traveller enjoys a lion’s share of the pie, the genre. Our channel and our network channels are the best way to reach them. Over and above that, we look at online as a great medium to interact with the large base of channel’s fans.

Apart from the traditional media, what are some of the activities on the digital platform that the channel would be undertaken as a part of the promotional activities?
We have a very interesting initiative for our close to a million fans on Facebook, and our viewers. It’s called ‘Where will your signature take you’. This contest takes off from the ‘Un’ concept; a travel itinerary that can be almost anything. So a person who is willing to participate submits their signature, which gets superimposed onto a world map. Wherever the signature starts and finishes, the winners get to go from that point to the other. We are very fortunate to have Yatra as a partner on this idea.

With the advent of mobile TV platform, players are associating with various such services so as to make their content available on the go. Would we be observing any such activities from Fox Traveller?
Not in the immediate plans, but something worth looking at for the future for sure.

What is the future vision for the brand?
Deliver more aspects and dimensions of travel, food and lifestyle for more eyeballs.

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