Television

"The idea is to take Indian fashion to international audiences" : Anita Horam Fashion TV India programming and creative services head

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/08/20/a_20.jpg?itok=CTF60FKO

Anita Horam's career graph reads like the glossary of television channels operating in India. In the 12 years she has spent in the profession, she has hopped from Channel V to MTV as senior producer, besides having conceptualized and worked on Style, a show on fashion and lifestyle on BBC, another Style South Asia for CNN, apart from having done project based work for Sony, Star Plus, Zee English, Discovery, Channel Nine Gold… the list goes on.

Her life in media started over a decade ago with the Times of India, Delhi, from where her interest in fashion and lifestyle programming blossomed into a passion for packaging and graphic design. Till Style came along on BBC, there wasn't much of lifestyle programming happening on Indian television and Horam was one of the pioneers on the scene. A self confessed lover of television, Horam is fascinated by reality TV and hopes to bring the genre into FTV India, though today the idea may just be a glint in the eye!

Brought into FTV India in December 2002 to fill a post created for her, Horam already has several plans in place. Innovative marketing initiatives, a proposed advertising campaign and a changed look for the channel in the months ahead are just some of them. In a conversation with indiantelevision.com's Aparna Joshi, Horam outlines her plans for FTV India.

Excerpts -.

What is the vision for FTV India in the months to come?

The FTV India focus is on building a strong relationship within the fashion fraternity, working closely with designers and design in general, not necessarily as a broadcaster. We are liaising closely with not only the top designers in India, but also the middle rung ones whom we are trying to integrate through our programming as well as our offline events, but also the aspiring designers whom we will promote through scholarships like the one we have with Wigan & Leigh…

The idea is to take Indian fashion to international audiences.

What is prime time for FTV in India? Who is the TG and how do you attract it without much conspicuous advertising?

Prime time is generally 10 pm and onwards when you see the latest stuff. That is the time we put on the original half hour of Indian programming which is then repeated at various day parts to make the two hours of local programming. The channel is targeting signature viewership, not appointment viewing. What we are looking at is wallpaper viewing, which means viewers can come and leave the channel for short spurts without any disruption in viewing. Everybody may not be a FTV consumer, but brand awareness is definitely high. If you travel and have the spending power, you will understand what the channel is all about.

As for the press campaign we envisage, that too will be very high end and very focused - we are a niche product and are not about to change our idiom or go mass based.

GRP ratings for FTV India are highest in Kolkata followed by Delhi and Bangalore at almost the same level. With regard to reach, Kolkata again has the highest numbers followed by Bangalore. The core audience is essentially the 18- 34 years Sec A audience in major metros who can appreciate and afford fashion.

What will the increased Indian programming on FTV be like?

While the content will be from the region, the format will be kept international. We prefer short duration clips, heavy on music but less of talk.

As part of the Indianisation, the idea is to take designer content from the ramp shows and to shoot on locations that are aesthetically appealing. European viewers are fashion savvy, but Indians, not always. The idea is that Indian designers who are featured get a chance to showcase their wares on an international platform, as the Indian feed is telecast in 130 countries where FTV is seen as well.

"As regards advertising on the channel, what is important for us is synergy with the brand, whether they be top of the line consumer products or lifestyle brands"

Has the atmosphere improved for FTV in India after Ravi Shankar Prasad took over as the information and broadcasting minister?

Actually, the channel was a victim of perception since its entry into the country. Of course, the European ideal of fashion is very different from the Asian one, leave alone the Indian one. India ranks as a very big market for us, the others being Russia and China. When we realized that content was not palatable to Indian 'family audience' tastes, we changed some of the content on the channel, particularly the one that appears on times that are considered Indian viewing times. The question of being continuously under the magnifying glass doesn't really arise now, as we are quite in the clear.

What about advertising on the channel?

Although I cannot reveal figures, as regards advertising on the channel, what is important for us is synergy with the brand, whether they be top of the line consumer products or lifestyle brands. Our advertisers also understand that we add value to their brands - in a way, we build their brands by being FTV. The brands currently advertising on the channel are Provogue, Add Gel, Asmi, Evian, Carta Blanca, Fiat Palio, Shock, Lakme, Indian Airlines, Wills Sport, Mysore Sandal, Honda Siel, Le Pashmina, Trigger Jeans, Liberty, L'Oreal, Nokia, Raymonds, Reebok, Samsung, AC Black, Sheetal Design Studio, Benetton, Swarovsky, Kingfisher, Smirnoff and others.

Isn't much of viewership on Fashion TV India voyeuristic rather than serious?

That's not true. Although there may be some amount of voyeuristic viewing, we have not monitored it seriously. For us, what matters is the serious viewer who is clued into what is happening at what time on the channel. Our research shows that it is the SEC A viewer in the metros who is the recurring viewer.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/18/Megha_Tata_0.jpg?itok=wfHFZG2J
Megha Tata heads for Discovery India

Discovery Asia Pacific has appointed Megha Tata as Managing Director – South Asia, Discovery Communications India, effective 1 April 2019.  Megha joins Discovery from Business Television India (BTVI) where she was spearheading India business.  A veteran of the media & entertainment industry,...

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/18/Republic_TV.jpg?itok=v-5YOTW0
Most watched English news channels in 2018

News is event driven. Events can be of two types – planned and unplanned. Among the planned events are elections, public events, etc.Unplanned events include deaths of celebrities, calamities, accidents and disasters, acts of terrorism, etc.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/18/Megha_Tata.jpg?itok=gvk1ePEC
BTVI's Megha Tata steps down as chief operating officer

Megha Tata, chief operating officer of business news channel BTVI , has stepped down from her role, Indiantelevision.com has learnt. 15 March 2019 will be her last day at the organisation, Tata informed colleagues via an email last week.

Television TV Channels People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/16/Baavle_Utaavle.jpg?itok=roHnkzhD
Sony Sab strengthens primetime slot with 'Baavle Utaavle'

Sony Sab is all set to launch its new show, Baavle Utaavle, #Gufu Ki Visfotak Love Isstory, produced by Director’s Kut production house Rajan Shahi. The show will go on air on 18 February, every Monday to Friday at 10 pm.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/16/TV9_Bharatvarsh.jpg?itok=lzr3B7fe
TV9 enters Hindi heartland with TV9 Bharatvarsh

TV9 News Network is all set to launch its national Hindi channel, TV9 Bharatvarsh, next month in Delhi. The channel is ready with its largest news studio in the country, which will use the best of AR and VR technologies, and BOT news tracker in its presentation.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/16/Chrome_DM.jpg?itok=Vzh5LDxy
Tariff order implementation: Pay channels' connectivity drops ranging from 61% to 0.5% across genres

The ongoing flux in the broadcast sector due to the new TRAI tariff order implementation has had a significant impact on the connectivity of pay channels in the country. After the new regulatory framework kicked in on 1 February, pay channels’ connectivity witnessed a drop ranging from 61 per cent...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/15/Rupay.jpg?itok=X8M0HO9f
Pro Volleyball League attracts 14.3 mn viewers in week 1 on TV

The first leg of RuPay Pro Volleyball League (PVL) which happened in Kochi witnessed 14.3 million viewers sample the league on Sony Pictures Network (SPN) India.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/15/mtv.jpg?itok=raQzzzLI
MTV associates with Brave Combat Federation for 'Brave 20'

MTV, India’s youth brand, is all set to bring the fight series MTV Brave 20 in association with the Brave Combat Federation presented by Mercury Sports Entertainment on 17 February at 9 pm.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/15/bag.jpg?itok=WdVZEAML
Q3 2019: BAG Films Television and Radio Dhaamal profits up

The Anurradha Prasad-led BAG Films and Media Ltd (BAG Films) reported 38.1 per cent higher year-on-year (y-o-y) consolidated revenue for the quarter ended 31 December 2018 (Q3- 019, period or quarter, under review) at Rs 48.67 crore as compared to Rs 33.94 crore in the corresponding prior year...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories