MAM
FTV to hot up things with enhancement agenda in India
MUMBAI: Iconic global fashion broadcaster, Fashion TV, founded by Michel Adam, has new plans on its agenda for India.
The broadcasting and operations of the channel including programming, licensing & merchandising have been entrusted to Trinity Dreamworks who have extended the revenue and brand management mandates to Helios Media.
Founder of FashionTV and mastermind behind the global fashion revolution on TV, 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, with discussions in advanced stages for 40 FCafes around the country in the next 3 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, Trinity Dreamworks’ Vishal Gurnani 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.”
On the assignment, Helios Media MD Divya Radhakrishnan said, “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.”
Adding further momentum to the overall vision, Helios Media will undertake the Revenue and Brand Management of FashionTV India. While a team of handpicked media sales experts has been assembled to represent the channel among advertisers and media agencies, another team of Brand specialists will ensure that FashionTV India becomes the single destination for anything that is ‘Fashion’ in India. Covering everything from fashion trends, to glamorous lifestyles and global events, the channel will be the mecca for the swish set of the country and the guide for those aspiring to add a touch of glamour in their lives. If the viewer identifies with the tagline “I Love Fashion”, then this is where they will be found.
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
