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Purvita Chatterjee

"Fashion TV's rationale behind associating with IA was to make it's viewers aware of the fact that not only was the channel serious about the business of fashion but is also very clued to Indian fashion in particular''.

MUMBAI, April 23

TRYING to build further equity for its channel, Fashion TV India Pvt Ltd, has associated itself with Indian Airlines (IA) to design its basic uniform (the sari) for its women employees.

To drive the image of its channel brand, this designing contract is being extended as part of a contest. The passengers of Indian Airlines will vote on the best-designed uniform, whereby 12 tickets to an international destination can be won.

Speaking about the channel's strategy into brand extensions, Ms Anita Horam, Head -- Programming & Creative Services, Fashion TV India, said, "the channel's rationale behind associating with IA was to make it's viewers aware of the fact that not only was the channel serious about the business of fashion but is also very clued to Indian fashion in particular''.

While globally the channel has already made a foray into clothing and fashion accessories, fashion designing for IA has been an India specific marketing initiative for the channel.

Using its own database of designers, the channel has chosen three couture names - Anshu Arora (Delhi), Pria Kataria Puri (Mumbai) and Deepika Govind (Bangalore) to make the sarees and the prototypes of the uniforms will be handed out to the passengers (during the period of May 10-30) , who will make the final choice.

In the past, the `wall paper' channel has opened a `Fashion' bar in Bangalore by tying up with a local franchisee partner. This was followed by a tie-up with Wigan & Leigh, a fashion institute whereby it sponsored a scholarship under the FTV Femina Girl brand.

The channel will increase its Indian content (under Fashion India) to four hours daily and intends having programmes away from the ramp, focussing on outdoors with heritage fashion belonging to India.

Not inclined to disclose any revenue figures, Ms Horam says the channel is still young and has seen steady and positive growth since its launch in December 2001.

All its line extensions are part of its revenue model and are expected to add to the bottomline of the company. Attracting advertisers from life style brands such as Seagram, Lee and Nokia, the high-end lifestyle channel is looking at stretching its brand to more areas like music and clothing as future line extensions.

"We might think of tying up with Indian DJs and producers to sell our new age sounds," adds Ms Horam. FTV Music already exists globally in the form of a compilation of CDs catering to a particular genre of music. The Paris-based channel company currently is distributed through Modi Entertainment and turned pay this year.

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