The Hindu Business Line : More channels from Fox stable on DTH, CAS platforms

Exploring options of bringing in more channels from the Fox Cable Networks group, NGC Networks Pvt Ltd - the sole representative of the Fox brands in India - is planning to add more brands on emerging platforms such as CAS and DTH.

Speaking to Business Line, Mr Nikhil Mirchandani, Managing Director, NGC Network India Pvt Ltd, said: "Since there are already so many channels in the cable network, there is little bandwidth left to launch more channels. We are exploring opportunities of bringing in more channels on the new platforms such as DTH and CAS, where niche channels such as ours can get addressed".

The Fox platform already has a plethora of niche channels such as Fox Life, FX, Crime, Cult, Speed and Voyage. Currently in India, the Fox channel brands are National Geographic and the History Channel.

Meanwhile, the channels from the Fox stable are looking at tapping new revenue streams. For instance, apart from the ad and distribution revenues, the channels are looking at getting additional advertising revenues from advertisers looking at global audiences. Adds Mr Mirchandani: "Since we are international channels, we are looking at advertisers in India who want to target audiences in other countries where our channels are already available."

Having re-positioned the History Channel recently from an infotainment to an entertainment channel, there are plans to localise its content with programmes on Mogul India and the 1857 Revolution. "We would be acquiring local content and almost 15-20 per cent of our programming is expected to be localised," says Mr Mirchandani.

Using the Star bouquet to showcase its new programming initiatives, these niche channels would be using a 360 degree marketing campaign to build it channels in the country. "Since we are part of the Star distribution network, there would be cross channel promos, apart from which we would also be using cinema, Internet and radio to communicate about the channels," says Mr Mirchandani.

Having appointed Group M as its media buying and planning agency, the channels are also expected to extensively use Internet as a medium.

"We have created Internet auditoriums for streaming videos of our programmes," states Mr Mirchandani. Besides, the channels intend showcasing their content at high footfall areas and there are plans to tie up with bookstores and DVD retailers, to propagate about its channels.

Adds Mr Mirchandani: "Having broken even in the business, we expect to double our ad revenues although our distribution revenues are expected to be flat next fiscal."