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Fox Life & its new proposition ‘Never Stop’ aims to go beyond the ordinary: Swati Mohan, Fox Networks

27-February-2018
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Fox Life & its new proposition ‘Never Stop’ aims to go beyond the ordinary: Swati Mohan, Fox Networks

Fox Networks Group re-branded its premium lifestyle channel Fox Life on 26th February. The channel is now seen in its new avatar with a new proposition i.e ‘ Never Stop’. Launched in June 2014, the channel has been in the top five channels in the lifestyle genre. In a conversation with Exchange4media, Swati Mohan, Business Head, Fox Networks Group shares the insights on re-branding, the strategy and the new content line up of the channel.

Excerpts:

Why did you decide to re-brand the channel?

Fox Life has been the leader in the premium lifestyle genre for the last 3.5 years since it launched back in June 2014. As leaders, it is important to keep upping the game and stay ahead of the curve with our ever-evolving and much more exposed consumers today. As a channel brand, we have packaged a new look, a refreshed content line up and philosophy that we feel, perfectly captures the growing need and consumption of lifestyle for our premium consumer today. The new tagline of ‘Never Stop’ aims to inspire our viewers to continue to seek those extraordinary and memorable experiences that make life worth living.

We have always believed in bringing something unique and different to our viewers in a sense that it aligns with their varied yet, nuanced viewing habits and still in a way pushes the envelope in terms of the content they are exposed to. The re-branding is aligned with this central thought.

What will be the new content strategy for the channel? What major differences can we expect from the audience's perspective and for the advertisers and sponsors as well.

At the heart of it, we believe in offering evocative, engaging content which in turn has succeeded in captivating our viewers and enabled us to chart a distinct route on our way to the top of the ladder. While that continues to be at the core of what we do, we are focused on building properties which are more relatable to our viewers. Kicking off the brand refresh is ‘Masters of Taste with Gary Mehigan’, a series that brings him to India to meet the top chefs in the country to get inspired by and learn from, and get an up-close look at some of their recipes, styles and techniques. A unique new show with one of the world’s finest chefs is not all which Fox Life has planned for its refresh. From upping the game in Food and Entertainment with ‘The F Word with Gordon Ramsay’; extending their range of glamour and style with ‘Amazing Hotels’, ‘Style Factory’ and ‘Inside Dior’, travel adventures and exploration with ‘Great Escape 3’ or entertaining viewers with reality TV in the form of ‘Hell’s Kitchen’ and ‘Grilled’, Fox Life is all set to bring alive these experiences for the ever-evolving Indian viewers.

The Indian audience has evolved by leaps and bounds over the past decade or so. The new viewers are more aware and as a consequence, look for more value add from any program that they watch. We are constantly improvising our content to suit the needs of the evolving viewer.

What will be the re-branding consist of? When are you implementing it?

As we look forward to the next leg of an extremely rewarding journey so far, we know it is important for us to continuously give our evolving viewer the content that leaves them wanting more; from the channel, and from life itself. The new Fox Life and its new proposition of ‘Never Stop’ will aim to go beyond the ordinary with its 2018 content line up, and bring exceptional experiences that viewers rarely sought and explored. It promises to showcase varied perspectives and experiences about the ever-moving LIFE – that are going to be exclusive and uber-premium.

As a channel brand, we have packaged not only a new look and logo, but also a refreshed content line up and philosophy that we feel, perfectly captures the growing need and consumption of lifestyle for our premium consumer today.


What is the new brand statement?


Continuing to inspire our audiences to live a fuller and more enriched life through unforgettable experiences and journeys, the brand’s new tag line of “NEVER STOP” is a way to remind them that there is always more to do, learn, experience and share. It aims to inspire our viewers to continue to seek those extraordinary and memorable experiences and never stop wanting more from life.

Through this re-branding do you plan to expand your target viewership? Which TG did you keep in mind when you re branded?

We cater to a premium set of an evolved audience which is aware and is constantly on the lookout for diverse, intriguing content. The Fox Life rebranding is being undertaken to not only keep with the growing content needs of today’s consumer but also in order for us to allow them to have an experience like never before.

So, while the TG will continue to be the same segment, we are looking at addressing the needs of increasing number of individuals entering that segment annually and then adding to an already existing, diverse pool of viewers we have.

Our viewers believe in living life to the fullest through enriching and unforgettable experiences and journeys. They are not the people who would ever ‘be done’ with what they have seen, experienced or learnt, and aren’t afraid to pursue their interests or passions further. They want more from life and are always open to new and extraordinary experiences, and with our content, we constantly aim to provide them access to such unique experiences.

How is the channel planning to market and promote this re-branding? Will you be going for a 360-degree campaign?

We have always believed in breaking away from the norm and the re-brand is our attempt to focus our energies on what we do best - provide evolved, up to date, evocative content to our viewers and this re-branding will further be an initiative towards pushing the envelope further.

We are not going ahead with a conventional 360-degree approach for the rebranding. Like always, the focus is to reach out to our viewers in a way that they identify with us and we couldn’t have thought of a more fitting way to kick off this refresh than with the extraordinary journey of an even more extraordinary international chef here in India! Produced by Endemol-Shine-India for FOX life, ‘Masters of Taste with Gary Mehigan’ not only embodies our new brand proposition in a homegrown show and format, but also underlines our commitment to bring acclaimed talent and journeys to our premium consumers. And we’re just getting started!

How will the rebranding effect the channel's ratings and subsequently ad revenue?

It is not being undertaken as an exercise to boost ratings as we already are number 1 in the category. The rebrand is primarily directed at offering our viewers newer, more relatable experiences. It is aimed at feeding their growing hunger to know more, explore more.

Tags FOX Life Swati Mohan Fox Networks

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