Co. using subtitles, local p'gramming to build up aud
French-lingo paybox TV5 is getting more proactive in penetrating the Indian cable and satellite market.It plans to subtitle some programming in English and to flesh out content with more localized shows. Significantly, the terrestrial channel’s deputy director of international marketing, Alexandre Muller, says India, which now forms part of the TV5 Asia footprint, could sport a dedicated India feed. “I hope to be in a position soon to provide a specific beam to India, a new TV5 India channel,” Muller says. The strategy is aimed at building viewer numbers in India, which stands at around 250,000-300,000 homes. “We decided to subtitle the movies in English to attract a larger audience. Naturally, it was also to allow a wider segment of India audiences to discover the richness of the French movie industry,” Muller explains. The channel also will subtitle documentaries and dramas. Recently, the channel aired “24 Hours in Mumbai,” which included profiles of personalities “with an India connection like Rudyard Kipling, Salman Rushdie and Roberto Rossellini,” says Patrick Madelin, audiovisual attache at the French embassy in India. Driving home the game plan to boost its India presence, TV5 has tied up with India’s leading TV network, Zee, to beam its programs via Zee’s platform. In addition to TV5 Asia, the basket is made up of TV5 France/Belgium/Switzerland; TV5 Europe, whose prime markets are Germany, Sweden and Holland; TV5 Africa; TV5 Middle East; TV5 Latin America; TV5 USA; and TV5 Canada.