Exclusive | The journey from Fox Traveller to Fox Life-Go Places!
The Indian television industry has grown tremendously and today, the television universe has over 700+ channels vying for the attention of the viewers. Broadcast companies are making efforts to cater to the changing audience interests and desires by providing customized channel offerings.
Understanding these innate audience needs and with an aim to constantly strive to bring exciting, good quality content to their viewers through the right mix of global and local productions, FOX Traveller, that was re-branded about two years ago, took a new avatar as “FOX Life-Go Places”, from June 15, 2014. Being a notable player in the travel and lifestyle segment, FOX Traveller is now broadening its appeal further with this re-launch to reach out to newer audiences.
Furthermore, the channel has been instrumental in building the travel genre through iconic shows, across categories like fashion, food and music- Life Mein Ek Baar, Style and The City, Twist of Taste, Sound Trek to name a few.
Company states that FOX Life, in soul and essence, is still Fox Traveller- infected with the spirit taking on fun journeys. Fox Life also happens to be a global travel and lifestyle brand in the Fox International Channels’ portfolio. This will give the channel two big advantages - the current winning mix of positioning and content and a fresh and exciting global library.
Adgully caught up with Debarpita Banerjee, VP - Marketing and Communication, NGC and FOX Traveller to know more about the re-invention.
When asked about the need to re-brand Fox Traveler to FOX Life-Go Places, she said, “Primarily, because being leaders of both travel and lifestyle and English entertainment, it was necessary to reinvent, so as to grow the category. Also, it gave us the opportunity to align with the global brand Fox Life.”
Speaking about the content on the renewed channel she said, “Keeping the content and programming strategy same of winning combination of the best of international and fresh local formats, with the new look and feel of the channel, Fox Life we would be introducing many fresh flavours under fashion [Styled by June], World Cup Flavor [ongoing show- This is Brasil], romance and travel [When Patrick met Kylie], food [Sugar Stars] and reality [Clifton Shores], to start with.
With the renewed look and feel, will the TG also vary? Responding to this Banerjee said, “Our core TG base remains the same as of now, though we are giving them more reasons to keep coming back to the channel, more often. With time, there might be a slight demographic shift and engage with a younger profile as well, but psychographics remain the same.”
It was merely two years ago that Fox History and Entertainment was re-launched as Fox Traveller, which was an exciting point for the channel custodians as it was a step towards progressing into a larger playground. “Being Fox Traveller has been extremely fruitful as we managed to engage with the viewer’s consistently. Now with Fox Life, we very confident we will continue to have an interesting journey. After all, ‘Life’ should be best lived as a string of never ending interesting journeys that takes you places!” she added.
Channel custodians believe that their winning content mix, refreshed positioning and communication that has a proven connect with the viewers, would surely stand as a differentiator for FOX Life as well. Besides the exciting content line up, FOX Life also brings in the global look and feel along with a refreshed thought for the audiences. Like Fox Traveller, FOX Life also believes that life should be a string of interesting journeys, rich with experiences. The new tag line of the channel “GO PLACES” is a summation of this philosophy, urging viewers to get out there and explore more. “Live the philosophy through our content and communication. Activate the philosophy through online and on ground. And keep experimenting,” Banerjee stated about the plan and roadmap for next two years.
In terms of marketing and promoting the new avatar of the channel, she said, “Our network is our strength and then our next biggest strength is online. We have a huge crowd who interacts with our social network pages regularly and we continue to engage with them at higher decibels, post the re-launch. The voice over for the brand film has been given by the acclaimed and experimental Bollywood actress Konkona Sen”.
The channel has lined up exciting content, exploring different faces of an enriching life, like music, travel, fashion, food, and some more. Some of them are -
Go food: Twist of Taste, David Rocco Dolce India, Miguel’s Tropical Kitchen…
Go fashion: Style and the City, Styled by June…
Go travel: This is Brazil, When Patrick met Kylie…
Go music: Soundtrek…
Go reality: Life mein Ek Bar…
Go party: Latin Angels…
[By Aanchal Kohli | Twitter: @aanchal]