FashionTV to strengthen Indian offerings; picks Helios Media to handle revenue

The broadcasting and operations of the channel including programming, licensing and merchandising have been entrusted to Trinity Dreamworks.

Fashion TV, global fashion broadcaster, is gearing up with programming, brand and revenue enhancement in India. The broadcasting and operations of the channel including programming, licensing and merchandising have been entrusted to Trinity Dreamworks. It has also handed over its revenue and brand management duties to Helios Media.

Founder of FashionTV Michel Adam says, "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, it's 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. The company has set up FBars in Mumbai and Bengaluru for a few years now, FResidence in India is progressing in Pune and the company plans to launch 40 FCafes around the country in the next three years. Apparels and accessories under the FAccessories label are in the pipeline and the FVodka may soon be launched, too.

Vishal Gurnani of Trinity Dreamworks adds, "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," says Divya Radhakrishnan, MD of Helios Media.

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, the company mentions in a statement.

For the record, Fashion TV has been officially broadcast in the country since 2000, available across all forms of TV distribution platforms - digital cable, DTH and analog.