The new season will feature Ranveer Singh, Sanjay Dutt, Tiger Shroff, Aditya Roy Kapur and others
BestMediaInfo Bureau | Mumbai | October 17, 2016
TLC, the lifestyle channel from Discovery Networks India, has announced the launch of the second season of its Indian show ‘Style Inc’ with celebrity stylist Aalim Hakim on October 20. It is the third out of the total four India productions this year.
Over 70 per cent of the channel’s airtime is occupied by international content, while the rest is Indian.
Talking about the Indian content on the channel, Rajiv Bakshi, Vice-President, Female and Family Entertainment Products, South Asia, Discovery Networks, Asia-Pacific, said, “We do very high impact Indian properties like the Style Inc with Aalim Hakim. Earlier this year, we launched Tough Rides, then Surfing 28 States and now this one. We will launch our fourth property in the month of December. I think four high impact India properties on the channel are good enough.”
As for Style Inc, Bakshi told that the channel is looking at building a franchise and then carry on with more seasons. “The young Bollywood stars are presenting a style on the show and Hakim’s relationship and chemistry with them is something that will make it more interesting.”
The channel claims to have had a lot of makeover shows and this only adds another layer to the genre. “It comes on the insight how everyone is becoming conscious about looks and style. Everyone wants to look stylish, fresh and new every day,” added Bakshi.
The channel had Varun Dhawan and Arjun Kapoor, two of the guests on the show that went live on Twitter on October 14, where they answered questions asked by their fans in various videos.
The marketing of the show will have a mix of digital and traditional media platforms, with a lot of weightage on digital. It is a premium property for the channel and the channel feels that with big stars on the show, the promotions will follow.
It must be noted that while Discovery Channel India is leading in the Infotainment genre, the network’s other channel Animal Planet is listed second on the genre, TLC is listed on No. 3 or 4 in the lifestyle genre, as per BARC India numbers. Bakshi, however said, “These genres are to be seen through the affinity, audience they are offering, quality and content they are offering. These give the advertiser a differentiated set of audience.”
The new season of Style Inc will feature Ranveer Singh, Sanjay Dutt, Tiger Shroff, Aditya Roy Kapur, Ayushmann Khurrana and Sidharth Malhotra, apart from Dhawan and Kapoor. The first season of the show had Ranbir Kapoor, Hrithik Roshan, Saif Ali Khan, Shahid Kapoor and Ajay Devgn as guests.
The show will air every Thursday and Friday at 10 pm, while repeat telecasts will be available on the channel on Saturday and Sunday at 6 pm.
Bakshi further added, “Hakim is the go-to stylist in Bollywood and viewers will get direct access to the latest trends in grooming and styling. Style is the new buzz word and no one does it better than the new generation of Bollywood actors.”