The fresh channel ID, graphics et al are all being created in house
at FTV India headquarters in Mumbai. The additional hours of programming,
to be created inhouse showcasing Indian fashion and lifestyle, too
are slated to go on air by July.
For the first time, FTV India is also indulging in a major marketing
initiative to promote its brand image among the upper crust of India's
discerning public. In an innovative tie up with the national domestic
carrier Indian Airlines, FTV has offered to revamp the look of its
ground staff. Three designers have been shortlisted for the task
- Priya Kataria Puri of Mumbai, Deepika Govind of Bangalore and
Anshu Arora Sen of Delhi. Each will create a set of four looks each.
But the final selection of the designer will rest with Indian Airlines
passengers who fly IA between 12 and 30 May.
Based on a catalogue of the garments (saris and an interpretation
of the traditional blouse) modeled by Moushmi (better known as the
Nescafe girl), passengers will vote for the most preferred look,
which will then be assigned to the designer chosen. FTV has also
offered 12 couple tickets to international destinations as prizes
for the lucky winners among the IA passengers, says FTV India programming
and creative services head Anita Horam.
Apart from established designers, the channel is also promoting
itself among aspiring fashion designers. It has just announced a
scholarship with Femina Girlz, wherein based on the sketches of
the aspiring designers, shortlisted candidates will win scholarships
to the Wigan & Leigh Institute in London. An amount of Rs 50 lakh
( Rs five million) has been set aside for the same.