Anita Horam's career graph reads like the glossary of television channels operating in India. In the 12 years she has spent in the profession, she has hopped from Channel V to MTV as senior producer, besides having conceptualized and worked on Style, a show on fashion and lifestyle on BBC, another Style South Asia for CNN, apart from having done project based work for Sony, Star Plus, Zee English, Discovery, Channel Nine Gold… the list goes on.
Her life in media started over a decade ago with the Times of India, Delhi, from where her interest in fashion and lifestyle programming blossomed into a passion for packaging and graphic design. Till Style came along on BBC, there wasn't much of lifestyle programming happening on Indian television and Horam was one of the pioneers on the scene. A self confessed lover of television, Horam is fascinated by reality TV and hopes to bring the genre into FTV India, though today the idea may just be a glint in the eye!
Brought into FTV India in December 2002 to fill a post created for her, Horam already has several plans in place. Innovative marketing initiatives, a proposed advertising campaign and a changed look for the channel in the months ahead are just some of them. In a conversation with indiantelevision.com's Aparna Joshi, Horam outlines her plans for FTV India.
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What is the vision for FTV India in the months to come? The idea is to take Indian fashion to international audiences. |
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What is prime time for FTV in India? Who is the TG and how do you attract it without much conspicuous advertising? As for the press campaign we envisage, that too will be very high end and very focused - we are a niche product and are not about to change our idiom or go mass based. GRP ratings for FTV India are highest in Kolkata followed by Delhi and Bangalore at almost the same level. With regard to reach, Kolkata again has the highest numbers followed by Bangalore. The core audience is essentially the 18- 34 years Sec A audience in major metros who can appreciate and afford fashion. |
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What will the increased Indian programming on FTV be like? As part of the Indianisation, the idea is to take designer content from the ramp shows and to shoot on locations that are aesthetically appealing. European viewers are fashion savvy, but Indians, not always. The idea is that Indian designers who are featured get a chance to showcase their wares on an international platform, as the Indian feed is telecast in 130 countries where FTV is seen as well. |
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Has the atmosphere improved for FTV in India after Ravi Shankar Prasad took over as the information and broadcasting minister? |
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What about advertising on the channel? |
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Isn't much of viewership on Fashion TV India voyeuristic rather than serious? |