Lifestyle programming takes centrestage at Trendz

Over the last year or so, viewers of Trendz, the niche channel launched by the ZEE Network in May 2003, have been primarily treated to high fashion from the catwalks of Milan, Paris and New York. Indian fashion too has been on the programming menu of the channel, with the telecast of the Lakme India Fashion Week 2003 and 2004, and, of course, profiles of happening designers in the country coupled with their fashion shows.

However, if indications are anything to go by, the skew could change in the next few months. The channel is increasing the component of lifestyle programming to provide a greater mix to viewers, says Madhuri Malhotra, head of programming, Trendz.

The channel is set to launch two new lifestyle shows - a local show tentatively titled Spotlight, and an international programme titled Top Ten - by the end of this month. This comes in addition to an existing lifestyle show, Diabolical, which was launched on July 22 at 10.30 pm.

The first Indian lifestyle show on the channel, Diabolical dwells on the happening hangouts, food, fashion, décor, music - in other words, everything of interest to a yuppie audience. The show, of half-hour duration, profiles young entrepreneurs and celebrities, apart from providing valuable tips to viewers.

Alongside the new lineup, the channel has also introduced a new positioning baseline - Where Life Meets Style - to draw the attention of viewers as well as provide a distinct flavour to the channel, reasons Malhotra.

The ultimate objective, she says, is to introduce five local or Indian lifestyle shows and two international lifestyle programmes by the end of this year. "In other words, there should be a new launch every month," she says.

Apart from providing a bigger canvas, the reason for kicking-off the programming initiatives - especially the five Indian lifestyle shows - has to do with the channel's need to dig deeper into local content.

The ultimate gameplan is to increase India-centric programming on the channel, and executives see no better way to make a start than to introduce lifestyle shows. "Indian fashion is somehow not viewed as being too classy, and hence the inroad into lifestyle programming," says Aji Joseph, head of sales, Trendz.

Product categories visible on the channel in terms of advertising are cellular phones, trendy footwear, alcohol, clothing, accessories et al. "We would like to see an increase in the number of product categories advertising on the channel, and the movement into lifestyle programming as opposed to mere fashion, and that too with the launch of local lifestyle shows, definitely excites the viewer as well as the advertiser," says Joseph.

The promotional campaign of the new launches, especially the Indian shows, will encompass both on-air and off-air media including print, television, outdoor, road shows, online and PR.

The burst, quite clearly, is aimed at getting the maximum number of viewers to sample the shows and help the channel move into the consideration set of a wider section of people.

For the record, Trendz is available in 12 million homes across the country. © 2004 agencyfaqs!