Jaldi 5 with Keertan Adyanthaya on Fox Traveller’s first anniv

05 Nov,2012

On October 30, Fox Traveller completed a year in India, billing itself as India’s number 1 Travel and Lifestyle channel. An HD channel and clutter-breaking content such as ‘What’s With Indian Men’, ‘Twist of Taste’ ‘Freaky Traveller’, ‘It Happens Only in India’ and ‘Life Mein Ek Baar’ making the channels focus on locally made productions very high. MxMIndia interviewed Keertan Adyanthaya, MD- FOX International Channels, on the channel’s first anniversary and its plans for the year ahead.


01 How would you see the travel and lifestyle genre changing in the recent past? Where do you see it heading to in India?

I think we’ve only seen the tip of the iceberg as far as the genre is concerned. There’s so much more to experience and invite people to immerse in.


02 The channel has a lot of localized shows like ‘What’s With Indian Men’, ‘It Happens Only in India’, ‘Life Mein Ek Baar’, etc. Given that high-profile presenters would obviously increasing your programming costs, how is easy is it to get advertisers to buy in such content?

We believe that it’s the tone and tenor of the show that really matters and that’s why we have always looked for celebrities who can seamlessly integrate into the fabric of the show. Advertisers look for various things when it comes to sponsorships – Channel, Relevance of the programme concept, Marketing & Communication Plan, Show entitlements, Talent associated with the show etc etc.


03 Do you see digitization impacting a niche channel like Fox Traveller?

Digitization will have a huge impact on many aspects of the TV channel business.

o Until now, subscription was a B2B-led vertical, we will now need to re-calibrate our thinking to it being a B2C vertical.

o Channel communication was strongly dependent on show-led marketing. This will need to change to a marketing strategy where we ask people to subscribe to the channel

o Co-marketing with MSO / DTH platforms will gain even more importance


04 Given that there exist opportunities for channels like ‘Fox Traveller’ to get picked ‘a la carte’ post-digitization, are you looking at adding on more content that will attract people to subscribe to the channel?

We are always on a quest to bring innovative, differentiated content that will help us engage better with our audiences. That’s an on-going process. There will not be any change or further bolstering on that front.

05. Any new shows and activities that we can hope to see on the channel in the immediate future?

There’s David Rocco’s Amalfi Getaway coming up this week and next month, we start What’s with Indian Women?, which is a sequel to our popular show ‘What’s with Indian Men?’ that was aired last May.

Interviewed by Meghna Sharma


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