MUMBAI: If you have been an avid FOX Traveller fan, one change that you couldn’t have ignored was the change in the name, logo and packaging of the channel. It was on 15 June that Fox Traveller changed its avatar to become FOX Life India.
The channel, one of FOX International Channel’s global brand, which caters to the lifestyle segment was originally launched in Italy and now reaches to 73 countries in 19 different languages.
In its new form, FOX Life India aims to deliver a slate of non-scripted content that is relatable and inspired by real life. The channel will host a mix of both US and India produced reality programmes which is designed to match its modern target audience.
Unlike FOX Life International, FOX Life India features only the logo of its mother brand. The current schedule of FOX Life houses FOX Traveller veteran series such as Style & the City, Eat Street and acquired reality series including Kitchen Nightmares and Styled by June.
“Being leaders in both travel and lifestyle and English entertainment category, it was necessary for us to reinvent, in order to grow the category. Also, this gave us the opportunity to align with the global brand FOX Life,” confirms National Geographic Channels (NGC) and FOX International Channels (FIC) vice president marketing and communication Debarpita Banerjee.
FOX Life India is currently on the lookout for new concepts. “Being market leaders, it becomes almost mandatory for us to introduce fresh content consistently,” informs Banerjee.
While the channel currently does not have its own website, it aims to engage with its core 15-25 year old TG at higher decibels, post the re-launch.
According to Banerjee, FY14 has seen 57 new advertisers come on board. Coca Cola, Turkish Airlines, Borges, Microsoft and British Airways have all been valued additions. Some of the most recent advertisers to come onto the channel are Calsberg, Emirates and Twinning.
FOX Life India today reaches 52 million households across the country and barring Sun Direct, is available on all the other DTH and cable TV platforms.