MUMBAI: Like its sibling Zee Cafe, fashion channel Zee Trendz has decided to increase local relevance for viewers. To achieve this, it is looking to have minimum one hour of original local content everyday from next month.
The channel is therefore set to unveil a slew of homegrown initiatives. Speaking to Indiantelevision.com on the same Zee Trendz programming head Madhuri Malhotra says that the channel is looking at a few tie ups to help it go beyond only showcasing clothes.
One local show Trendzsetters will launch in the middle of next month. It will be a personality driven show based on the lives and careers of prominent figures in the Indian fashion world. People showcased will express their views on current issues, their preferences, hobbies and what makes them tick in an increasingly competitive environment. Viewers will also hear their comments on the goings on in the fashion world.
Malhotra adds that the channel will be travelling to Goa at the end of this month to cover Malini Ramani's launch of a swimwear and bikini line. Designer Wendell Rodericks will also be launching a new line.
The channel is also looking at the possibility of introducing different formats. One might look at different brands like Wills Lifestyle. Another could focus on the latest gadgets and gizmos. There might also be an Agony Aunt type of show in the future. Here, viewers can send in their difficulties and views on a subject. A panel of four to five experts including a psychologist and a beautician will give their advice.
"With this we are hoping that viewership for the channel will grow. We are also hearing a more positive response from the advertising fraternity. Earlier, most of our content was from abroad and so Indian advertisers found it difficult to fit in. One area of difficulty though continues to be distribution. This is because the channel is very niche. Our distribution arm SitiCable is carrying Zee Trendz in the localities where they are present. We are also talking to the other MSOs and cable operators," says Malhotra.
