Brings fresh packaging and content; launches brand campaign to reflect its new positioning.
BestMediaInfo Bureau | Delhi | July 15, 2011
FOX History & Traveller (FHT), earlier known as FOX History & Entertainment, has unveiled its new look along with an advertising campaign to reflect its new positioning and fresh content. The channel, with its new philosophy, ‘Fun is in the journey’ has an exciting line-up of new shows including international as well as local productions. After the success of ‘What’s With Indian Men’ featuring actor, Sugandha Garg and supermodel, Indrani Dasgupta, which is currently on air; the channel has roped in actor, Purab Kohli for an adventure-travel show that will start production soon.
The change in the channel’s content offering started in January this year, with the introduction of a dedicated Traveller Band, followed by the re-naming in May, which has been well received by the viewers. The channel’s new content is youthful, edgy and spunky, which is reflected in the new packaging. FHT now sports a new logo and the on-air look is urbane, youthful and happy-at-heart with a wide palette of colours- that is outdoorsy, reflects love for travel and the new channel philosophy.
Speaking about the channel’s evolution, Keertan Adyanthaya, Managing Director, FOX International Channels India, said, “With FOX History & Traveller, our aim is not only to become a leader in the genre but offer exciting and never-before travel experiences to our viewers. Through innovative on-air formats, exhilarating on-ground and on-line promotions, and relevant associations in the travel space, we promise a lot of fun to our viewers and novel engagement opportunities to our advertising partners”.
Grey India has conceptualized the creative campaign, ‘This journey is fun’ featuring the channel’s new on-air faces, Purab, Sugandha and Indrani. The campaign includes a host of tvcs, outdoor, online initiatives. The TVC’s, or the on-air campaign has a plethora of personalized ‘Fun is…” mantras by these avid travelers that makes their journeys really fun. They will be aired across the Star Network and other leading channels including music, movies, English and Hindi entertainment. There is also a robust cinema plan across the top cities in the country. The campaign is being supported by online engagement with consumers by inviting them to upload experiences and ideas that could make journeys / travel fun. Also sprinkled across the main metros would be eye-catching hoardings , with innovative shapes and signages, that in-turn reflect the new FHT look.
“We have received an extremely encouraging response to our new programming and the change in branding, in the last few months. Our channel share has increased and the viewers have enjoyed the treatment we render to travel. The new packaging, the advertising campaign and a whole new fresh approach to the channel are further steps in the right direction, solidifying our commitment to the travel genre. And we plan to keep up the freshness all year long, with bigger better ideas”, said, Debarpita Banerjee, Vice President – Marketing, FOX International Channels India.
FOX History & Traveller targets audience groups between the age of 18 and 44, SEC AB, Male/Female; with young inquisitive travelers, between the age of 22 and 28 forming the core TG. These are the people who are looking for new, bigger, better, and varied experiences; open to experimenting; open to challenging things and wanting to visit the places and ideas that they see on the channel. Some of the current and upcoming programming initiatives on FHT include:
What’s With Indian Men: 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. The show is high on entertainment, wit and exploration of both - the geography and the gender. It is currently on air, Saturdays at 10 pm.
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. The show will go on air in August.
Life Mein Ek Baar: Purab Kohli is taking a break from his everyday life, and has made his bucket list. He is going on a wacky journey on FOX History & Traveller. He is also looking for three like-minded people to share this extraordinary experience with. Travel junkies across the country have been welcomed and are applying online. This journey will take them from India to Nepal attempting some mind-blowing experiences, challenges and moments that they will cherish for the rest of their lives.
Travel Madness (weeknights at 10pm), offers a unique experience with each show. Every Monday in 101 Challenges, the hosts undertake crazy challenges like eating the hottest curry in India, riding a pig and throwing themselves 70 feet off cliffs into freezing water. Tuesdays on Extreme Tourist, our host Sabour travels to Kabul where he auditions for Afghan Idol - the country’s most popular and controversial television program; learns how to race fighting pigeons; takes on one of Afghan's fiercest kite fighters and visits the last Jew living in Kabul. Catch Britain's much loved humorist Paul Merton in China every Wednesday; travelling from North to South, East to West, Merton discovers a society's ancient roots and traditions – and uncovers the changes experienced by the world’s most populous country as it developed into a new superpower.
On Thursdays and Fridays, Travel Sick series brings you the strangest, the wildest and most exhilarating travellers’ experiences from around the world. Weird & Wonderful Hotels gives a tour of the weirdest hotels in the world. See a former prison, artistically refurbished to accommodate couples and groups in cells and the world's only trailer park penthouse. On Friday, Excellent Adventures host, Nate joins 5,000 goths attempting to breathe fire, pierce skin, and go berserk at the largest gothic music festival in Europe amongst other adventures.
Bondi Rescue (weeknights at 11pm). Bondi Rescue follows the world famous Bondi Lifesavers through their days on the busiest and most famous beach in the world: Bondi Beach in Sydney, Australia. This elite squad has to deal with up to 25,000 people at one time; sharks; missing children; injuries; fights; theft; drug addicts; drunks; and, most famously, saving swimmers.