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MUMBAI:
Lifestyle channel Discovery Travel and Living (DTL) is weighing
the options of launching a Hindi feed in addition to its existing
English feed.
"DTL is looking into the possibility of having a Hindi
feed. We feel there is a market for the channel in the second-rung
markets, which is being underestimated. After all Ludhiana
has the most number of Mercedes Benz owners in the country.
People in these cities have money to spend, are aspirational
and have a desire to emulate lifestyles," said Discovery
India MD Deepak Shourie.
Speaking
on DTL, Shourie said the channel would be airing the homegrown
show Adventures of the Ladies Tailor every Sunday at
8:30 pm from 16 March.
For
the show, the channel has tied up with fashion designer Manish
Arora who will host the six-part show.
Adventures
of the Ladies Tailor will explore fashion, lifestyle and
design in modern India. The show visits places like Goa, Pondicherry
and looks at the local fashion and prevalent designs.
 The
show, according to Shourie, is a roller coaster of the varied
emotions and styles of the Indian fashion industry. “This
series takes viewers on a colourful, splashy ride deconstructing
design in the quintessential and quirky style that is synonymous
with both Discovery Travel and Living and with Manish Arora.
"We
are recognising the emergence of Indian fashion and how it
is evolving in the Indian mind space. It is about finding
what the fashion trends are in every nook of the cities and
places visited. Localisation allows for brand empathy but
at the same time they are expensive to do. Our main aim is
that the shows should be relevant and generate a substantial
level of interest. We are looking to showcase a new local
show every three to four months,” he added.
As
far as other local shows are concerned, he says that The
Great Indian Wedding, which was DTL’s first local
show will not return. He also informs that there are issues
of privacy. Moreover, party-goers fear that exposing themselves
on camera might lead to attention from Income Tax authorities.
In terms of the growth potential for the lifestyle genre,
he notes that as the economy booms, disposable incomes are
on the rise.
“People
are travelling abroad more; they are trying out different
kinds of food. So they want more information and there is
nothing, which cannot be bought in India. We provide them
with relevant information.”
In
terms of marketing for the show, there is some print activity.
The outdoor medium is also being used through public utilities.
DTL is also having events like a party during the Fashion
Week in Delhi.
On
the new show, Arora visits various destinations and lends
his distinctive touch to them. In one episode, he travels
to Rajasthan to photograph faces to use in his upcoming collection.
He looks at Jodhpur's blue washed houses and explores the
designs of the auto rickshaws.
In
another show, he travels to Goa and catches up with an Italian
Chillum designer and visits a tattoo artist whose work has
been inspired by Indian motifs.
The
channel adds that Arora is ascending the international fashion
ladder with his humour and designs. At the same time though
his imagination is not restricted to the term fashion, as
the common man knows it. It transcends throu8gh a kaleidoscope
of design, related interests.
A
tongue firmly in cheek Arora says, "The audience is advised
to wear Sunscreen – Factor 50. My styles in the programme
are a wild mix of pop art, high kitsch and psychedelic futurism."
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