FOX History & Entertainment chalks out localised content for India

FOX History & Entertainment on 5th of April announced increased focus on locally produced content to widen its reach and expand the revenue market. Following which the first local production this year is a travel based show that explores the psyche of Indian men across the country through the eyes of two women. Titled as "What's With Indian Men', the show promises to be high on entertainment, wit and exploration of both- the geography and the gender.

As the channel's announcement meant more focus on the Indian market and its audiences Adgully caught up with Debarpita Banerjee,Vice President ' Marketing, FOX International Channels India, to know more about the plans of the channel for the year 2011.

Talking about the latest announcement Banerjee says, "FOX History & Entertainment is known for its distinctively different and entertaining programming. We have taken a deliberate step towards increasing focus on locally produced content with an aim to widen our reach and expand the revenue market. We have a wide and loyal viewer base in India and are delighted to offer Indianised content that our audiences will connect with."

Talking about the new show Banerjee says, "As part of the new series- Whats with Indian Men, two women, different and complimentary, sharing a passion for travel with a wicked sense of humor will hit the road to discover Indian cities and the men that grow up in those cities. They will travel to 10 cities, digging deep into each place and watch how it unravel in the company of the men from those cities. The show is scheduled to go on-air in May and the two glamorous anchors will be decided shortly. "

The channel is looking forward to making fresh formats, that will appeal to the young Indian and cater to their forever evolving taste. The local productions will have lots of travel & exploration, fun & attitude

Apart from "What's With Indian Men', and some others in the pipeline, the channel will also build relevant activations for its popular international content such as History Rocks, and the recently launched Traveller Band, amongst others.

So was there a dipstick done to understand the content needs of the Indian audiences?

While signing off we ask her if a reformed distribution strategy is on the cards, Banerjee says, "We already have a healthy OTS level, when it comes to the infotainment category. What we will definitely concentrate on is giving these shows the marketing support they deserve." | By Prabha Hegde [prabha(at)adgully.com]