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Fashion TV tries on a more local look

Dispatch

CALCUTTA — Fashion TV (FTV) India, which launched in December 2001, is doubling its localized content from two hours to four, with plans eventually to up it to six.

“The fashion fraternity here is as good as those in other parts of the world, and FTV is the platform we have to leverage this talent,” says Anita Horam, FTV India’s head of programming and creative services. “The format and framework will remain international. That’s the signature which viewers are used to.”

FTV also is ramping up its line-extension brands. Globally, this range embraces bars, cafes, salons, clothing, music and mineral water. The channel already has opened a franchised bar in Bangalore, the first in Asia, and plans to open others in major Indian cities.

“We will lend on-air support. FTV has bars in Paris, Warsaw and Budapest. London will see one shortly. We will contemplate bringing our other line products in after consolidating the bars,” Horam says.