Are you ready for (oom)f. Bars & Lounges?

FTV is an acknowledged brand in the domain of fashion, beauty and style across the world, with a confirmed reach of over 130 million households. A significant contributor to the "FTV experience", however, is the brand's presence on-ground in the form of theme bars, retail products, merchandise, music and so on.

Fashion, believe FTV executives, is a complete experience, whose relevance is best understood when there is a progression from on-air to on-ground.

Not surprisingly, the team at FTV India also has plans to translate this vision in a big-way in the country. The broadcaster is in talks with potential franchisees for a series of 'f. Bars & Lounges' - plush places for the fashion conscious - at Mumbai, Kolkatta, Hyderabad, Chennai, Pune, Chandigarh and Goa. These outlets will come in addition to existing ones at Bangalore and Delhi, which were set up over the last two years.

Sanjay Mani, group head, line extensions, FTV, says that the outlets will come up in the next eighteen months. "We are looking at other extensions such as cafes, salons and spas," he adds.

Investment in the f. Bars & Lounges varies from city-to-city, and depends on the franchisee's tastes and his willingness to invest in the venture, says Mani. "There are guidelines laid down by us for these operations. However, partners have to understand that these are not regular joints, but high-end locations catering to the elite social crowd of the city."

Standardisation is maintained in the overall design, the use of the logo, tables, chairs, TV sets, lamps and bar counters, says Mani. "There is enough room, though, for differentiation. Our endeavour is to be unique in every city."

Differentiation can be introduced in the look, feel, colour, ambience and overall utilization of space, he reasons. "Our Delhi and Bangalore outlets, for instance, have a fair amount of glass, wood work, but it is used differently," says Mani.

Apart from being a leisure area, the f. Bar & Lounge has been conceived with the objective of being a location for press conferences, fashion shows and high profile meetings as well. "In other words, it is a place where serious business can be conducted," says Mani.

Rupal Vaidya, director, creative and on-air programming, FTV, says that the minimum area of an average outlet is about 3,500 square feet. "These spaces are equipped with the latest technology, and can easily accommodate a fashion show or a press conference by a leading designer."

The bars and lounges will also stock FTV products to "complete the experience for an individual".

"We believe in an integrated approach to the brand. And the fallout is that there is a positive rub-off on the channel in terms of viewership," says Vaidya.

For the record, FTV, which is now a free-to-air channel (it was pay sometime ago), is available in 28-million homes across the country. Competition comes from ZEE Network's Trendz, a pay channel, which is available in 12-million households. © 2004 agencyfaqs!