The broadcasting and operations of the channel including programming, licensing and merchandising have been entrusted to Trinity Dreamworks
BestMediaInfo Bureau | Mumbai | October 21, 2013
Iconic global fashion broadcaster – Fashion TV – founded by Michel Adam is hotting things up in India with a programming, brand and revenue enhancement agenda. The broadcasting and operations of the channel including programming, licensing and merchandising have been entrusted to Trinity Dreamworks which has extended the revenue and brand management mandates to Helios Media, the specialised revenue and monetisation firm for the broadcast industry.
India has always been a promising market for the fashion industry. Global brands which were the privilege of elite international travelers in the past are easily available at nearby stores with the uber-luxury brands having their own showrooms and galleries in high street malls today. Right from hair care to footwear, the most popular brands around the world have set up shop in India and are wooing the rapidly increasing consumer base. While Fashion TV has been officially broadcast in India since 2000 and is available across all TV distribution platforms – Digital Cable, DTH, Analog – the concentration has been intensified on the back of this upsurge in consumer spending and demand for fashion.
Michel Adam said, “FTV the brand has been growing from strength to strength across the globe as the fashion destination, be it our broadcast brand or various categories we are into under the ‘F’ brand. With the surge in Indians consuming global brands, it’s only natural that we affirm our presence in the market with renewed vigour.”
The brand’s commitment to India is underlined by the growing off-air presence. FBars have been successfully entertaining guests in Mumbai and Bengaluru for a few years now; the first ever FResidence in India is progressing rapidly in Pune; and discussions are in advanced stages for 40 FCafes around the country in the next three years. Apparels and accessories under the FAccessories label are in the pipeline and the FVodka might soon be at a bar near you.
Commenting on the India programming agenda, Vishal Gurnani of Trinity Dreamworks said, “The Indian fashion industry is growing phenomenally. The markets are flooded with the best of brands from all over the world indicating growing awareness and consumption. Fashion TV in India has contributed towards enhancing the viewer’s knowledge and experience in the world of fashion, for over a decade. It is now time for us to enhance positioning of the channel itself so we can continue to satiate the viewer’s increasing love for fashion.”
“Being entrusted to represent and partner the world’s biggest fashion brand is an appreciation of our ability at Helios to position channels as brands and not commodities. With MTunes HD and FoodFood, we have exhibited how this takes the agenda beyond merely selling inventory. The teams across our offices are ready to offer advertisers the opportunity to associate and integrate with the #1 global Fashion destination,” said Divya Radhakrishnan, MD of Helios Media.