The channel will now focus extensively on travel based content, which will be edgier and focused on young adults.
BestMediaInfo Bureau | Delhi | May 17, 2011
Fun is in the journey… says, FOX History & Entertainment (FHE)in its new avatar, FOX History & Traveller. A key player in the English entertainment space, FHE has been presenting history in an entertaining manner for nearly a decade. The channel, which has now been re-named, FOX History & Traveller will focus extensively on travel based content, which will be edgier and focused on young adults.
Speaking about the channel’s evolution, Debarpita Banerjee, Vice President – Marketing, FOX International Channels India, said, “Travel as an industry is booming. Everybody wants to get out of the mundane, do something interesting, lap up different kinds of experiences and explore all that the country, and the world has to offer. In the context of this expanding interest, travel as a genre of programming is still under-served in India. With FOX History & Traveller, we will focus on travel aggressively with an aim to become the clear leader in the genre. Our programming will not only celebrate the destinations, but also the fun attached to the journeys.”
The shift in the channel’s programme offering started in January this year, with the introduction of a dedicated Traveller Band (weeknights, from 9 to 10 pm), which received tremendous response from the viewers, both in terms of the ratings and qualitative response.
“While our research indicated that travel genre has significant potential, the viewership ratings for the ‘Traveller Band’ and the encouraging advertiser response clearly helped us firm up our plans”, she added.
The new programming on the channel will showcase everything through the eyes of an inquisitive traveler. Unlike regular travel shows that are centered on destinations only, the shows’ focus will be on the fun element attached to travel, the experiences and the people. Whether it is Dhani Jones, the famous American footballer, exploring different countries through their local sports in ‘Dhani Tackles the Globe’; or David Rocco, exploring each bit of Italy through its different kinds of food in ‘David Rocco’s Dolce Vita’, it is all about the fun that lies in the journey. Other shows like Cruise Ship Diaries, The Frankincense Trail, Kung Fu Kitchen, Long Way Down, Endurance Traveler, Bondi Rescue, Earth Tripping and Danger Beach, all live up to this belief.
The channel has also increased its focus on locally produced content to engage better with the viewers as well as offer enhanced integration opportunities to its advertising partners. The first local production this year will be a unique show that explores the psyche of Indian men across the country through the eyes of two sassy, urban women – Sugandha Garg and Indrani Dasgupta. With a title like ‘What’s With Indian Men’, the show promises to be high on entertainment, wit and exploration of both - the geography and the gender. The show will go on air in June.
This will be followed by another interesting mega production, ‘Twist of Taste with Vineet Bhatia’ - the renowned Indian Michelin Star Chef and the owner of many celebrated restaurants across London, Mauritius, UAE and South Africa. Popularly known as the food alchemist;Vineet has the amazing talent of taking a local dish and giving it a delectable international twist. As part of the show, he travels to 13 Indian cities and does exactly the same.
FOX History & Traveller will be targeting audience groups between the age of 18 and 44, SEC AB, Male/Female; with young inquisitive travelers, between the age of 22 and 25 forming the core TG. These will be the people who are hungry for new, bigger, better, and varied experiences; open to experimenting; open to trying out even challenging things and wanting to visit the places and ideas that they see on the channel.