Channels
FTV takes on-ground route for brand take-off
MUMBAI: Fashion TV, that niche channel that has been lying low for a while, is readying for a splash with on-ground line extensions that should see the light of day by March 2005.
The fashion and lifestyle channel, promoted by Paris-based Michel Adam, has been more in the news for opposition to its content by the previous Indian regime, and then, in mid 2003, for its differences with Indian distribution partner, Modi Entertainment Network. While FTV officials now maintain that distribtution is back on track with a reach of 28 million homes after Adam patched his acrimonious differences with the Modis, the real focus is on the action off air.
By March 2005, Fashion TV branded line extensions like its bars and lounges as well as merchandise should be up and running, says creative head Rupal Vaidya. Among the cities identified for the next phase of F Bars and Lounges (the first came up in Bangalore in December 2002, followed by Delhi in August 2003, are Kolkata, Hyderabad (housed in a huge leisure property) Pune, Chennai, Chandigarh and two in Mumbai. The channel is cashing in on the spurt in interest and consumption of lifestyle and leisure products in India, not just in the major metros but also the small towns, says Vaidya.
The channel is developing a line of collaterals, fabric, upholstery for the lounges in India, a range that will be made available internationally, and the F diamond in the channel’s logo will be seen prominently everywhere. India figures as one of the key markets for Fashion TV, which is opening 40 such lounges internationally in the near future.
While similar channels threaten to invade its space (Trendz has already made its appearance) Fashion TV is silently building up its properties – the first to start in October this year, and is scheduled as a four to six month activity period, will be the hunt for the perfect international model out of India. Another that should commence just before the autumn-winter season will be a showcase of couture work of Indian designers.
Viewership is growing, avers Vaidya. Fashion students, young designers, older women with an eye for fashion as well as a large cross section with an eye for the eye candy offered on the channel are drawn to it in large numbers, she says, as also those who appreciate the iconic music that the channel offers. “What is not quantifiable, but constitues a vital captive audience is the viewership that is reached through the airing of the channel at establishments like premium hotels, pubs, nightclubs, restaurants, gyms and health clubs, boutiques, salons, etc. This is a segment that proves to be crucial to our client base as well.”
Brands like Nokia, Seagram’s Blenders Pride, Liberty Shoes, Kingfisher, Intergold, Lee Jeans are hopping onto the channel, and Vaidya says that ad sales on the channel was kickstarted internationally out of India. Until then, the editorial integrity of the channel was maintained by the incluson of commercials that were in keeping with the look and feel of the channel only, she says.
FTV, now available free to air in India and beaming off Asiasat 2, has done away with the window dedicated to Indian fashion in accordance with a new strategy adoped by Fashion TV, but spreads out the India generated programming into shows on similar themes. The format remains the same, with very little commentary, and 30 second to six minute snippets of shows. These formats also allow the channel the flexibility for creating direct brand linkages, which it is doing with clients like Nokia, creating films specially woven around its new models.
The plan is now to move into below the line activities too, by conducting events for clients at the F bars and lounges, and then carrying the events on air. Fashion TV is also getting into co-branded merchandise, by creating products like lipstick cases, products that are funky, sophisticated, and with a distinct FTV mark.
This is the season of the weddings. Everyone around us is getting married and here we are thinking about what to wear in the weddings. Seems shallow? But it isn’t. You can wear a lot of great jewelry at a wedding that will allow you to create a wonderful style statement.
We have created a list of tips for you that will come in handy if you are looking forward to becoming an elegant wedding guest.
So, read on . . .
A gold necklace:
This is what is the conventional method of going to a wedding, women just don a necklace and they are good to rock any party. You can find your ideal necklace and just wear it to rock a party. You can find necklaces in various designs and can actually don the one that you think reflects your style in the best manner. It can be a broad necklace with kundan, polkisetc or it can be a simpler one that is sleek and stylish.
A Gold chain:
If you are not a necklace person, we would suggest you to go for gold chains instead. You can glam up them as well, it is really all you need to do is to stack a few gold chains in your neck and you are glammed up. Can it get simpler than this? Your chains can have tiny pendants and charms in them that complement your outfit so that you can rock it without getting into the hassles of putting on a heavy necklace.
Maang tikka
Well, Maang tikka is back is vogue and how! You can dress up your wedding look by adding maang tikka, earrings and a gajra and going without the necklace. Trust us, this look is really elegant.
Rings:
You can never have enough rings in your closet. We will suggest you to wear a cocktail ring as it looks really fancy and goes with your wedding look.
Earrings:
Let your ears do all the talking at the wedding, it would be amazing to wear your heavy chandbalis or jhumkas that will let you create a wonderful style statement. You can ditch the gold for Rose gold earrings designs that you can find plenty all over the internet. All you need to do is to open your favouritejewlery shopping site and search for Latest gold drop earrings designs and you are good to go!
Watch:
An important element that will make you look elegant is a watch. You can wear gold watches in the wedding for a powerful statement.
A sleek bracelet/ bangle
You can wear your gold bracelet/ ring in the same hand as your watch as it gives away a very powerful style statement.
So, these are some of the tips in the jewelry section that you can incorporate to look really stylish and elegant as a wedding guest. We really had fun writing these tips for you. We hope you also have fun incorporating these style tips.
