Exclusive | Fox International to beam in HD; partners with Hathway

Exciting times lie ahead for viewers of Fox International Channels (FIC) as its entire bouquet of channels will now be available in High Definition on Hathway, the largest MSO & cable broadband service provider in India. Hathway’s consumers can now take a pick of their favorite channel in HD Quality from National Geographic Channel, FOX Traveller, Nat Geo Wild, Nat Geo Adventure, Nat Geo Music & Baby TV and enjoy its stunning visuals with incredible clarity, breathtaking colour across the service provider’s extensive network.

FIC, a subsidiary of the Fox Entertainment Group, is reputed for offering smart and innovative localized programs that entertain and educate audiences across all demographics. Offering a host of premium brands, the network is famed for resonating with viewers and building emotional connections.

Commenting on the partnership, Keertan Adyanthaya, Managing Director, NGC Network India and Fox International Channels told Adgully, “We are delighted to partner with Hathway in offering a better viewing experience to our audience; our channels would be available in enhanced picture quality across Hathway’s extensive network.”

“Bringing together the expertise of both brands - FIC and Hathway, this partnership will ensure that our viewers have access to a variety of innovative and entertaining programming, ranging from shows for preschoolers to award winning wildlife documentaries, music and infotainment,” he added.

As for the need for this step, Adyanthaya replied, “Looking at the technological shift and demand we took the step of launching our entire bouquet in HD. We have been on this platform already with few of our channels but now Hathway has become the first network to show all the channels from our bouquet on HD.”

Looking at the demand and supply among the Indian audiences in terms of buying LCDs or LEDs, out of 18 million TV sets that were sold this year more than 8 million were LCDs and LEDs, which enable and demand HD viewing hence to cater to that need FIC decided to go ahead and offer its channels in HD mode.

FIC feels that Hathway is a forward looking platform in terms of vibrant options and variants they offer. Says Adyanthaya, “As digitisation took place now, the channels were analog but with digitisation I feel the time is correct to cater our audiences.”

Though at this point of time the team is more focused on increasing distribution reach hence speaking about the advertisement strategy Adyanthaya said, “We want to distribute first in terms of reaching to the audience and advertising will follow audience. Therefore we want to get the audience first and then go on to the next step.”

Adyanthaya believes that may be after building and strengthening the reach the channels would get into the advertising rate card or take steps in that direction. The biggest mode of promotion would be to target the audience that is already viewing the HD platform hence they would be looking at informing them through on-screen bands etc.

In terms of content he said, “Since quite some time we have been working on this and we will be continuing with the programs we already have.”