fashiontv picks Helios Media for revenue & brand management

Iconic global fashion broadcaster – ‘Fashion TV’, founded by Michel Adam is hotting things up in India with a programming, brand and revenue enhancement agenda. The broadcasting and operations of the channel including programming, licensing & merchandizing have been entrusted to Trinity Dreamworks Ltd. who have extended the Revenue and Brand Management mandates to Helios Media – the specialized revenue monetisation firm for the broadcast industry.

India has always been a promising market for the fashion industry. Global brands which were the privilege of elite international travelers in the past, are easily available at nearby stores with the uber-luxury brands having their own showrooms and galleries in high street malls today. Right from hair care to footwear, the most popular brands around the world have set up shop in India and are wooing the rapidly increasing consumer base. While Fashion TV has been officially broadcast in the country since 2000, available across all forms of TV distribution platforms – Digital Cable, DTH, Analog, the concentration has been intensified on the back of this upsurge in consumer spending and demand for fashion.

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, its 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, Vishal Gurnani of Trinity Dreamworks Ltd. 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.”

“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” said Divya Radhakrishnan – MD of Helios Media, commenting on the assignment.

In the lifestyle genre, Fashion TV has remained the undisputed leader for the past several weeks according to TAM Data. With the renewed thrust from FashionTV India, any brand wanting to reach out to a fashion consumer, now has an obvious alternative. Hair Care, Cosmetics, Personal Care, designer labels, footwear, apparels and accessories are some of the most well suited categories to advertise on the channel. Additionally, Automobile, Real Estate, Travel, Personal devices categories will also benefit from being presented on India’s number 1 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.


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