Monday, 2 December 2013

Emerging trends in Lifestyle TV channels in India

    Its been long back when "Doordarshan"- television was introduced in India with monopoly fo DD national . With entry of ZEE media in televisions it brought revolution and plethora of channels were launched. Form Ramayana's teaching to Shanti's drama. From kitchen of Sanjeev Kapoor in khana khajana to travelling around world with Renuka Shahane & Siddhart Kak in Surabhi, people now have a choice. With globalization and internet boom, the TV audience grew matured and hence it was time for a change and to come up with some odd. After all product differentiation is what that matters. NDTV caught this point and found no Indian player in segment of lifestyle. With TRP's going high for "Jaika India ka...." on NDTV news and Yartra on Star plus. NDTV identified this new market and in 2007 launched NDTV Goodtimes for those who loves to eat, roam and want to live a kings life. With its punch line "the King of Goodtimes" it was perfectly positioned in audience mind.

   Today if you like style and have a class of your own, what are you waiting for. NDTV good times is the right choice for you.This channel offers a variety of programs for all age groups and people from all walks of life. The channel is so western yet so Indian. Host are so much fun to watch and are just bindas.Ambika Soni hosts the hugely popular “Im too sexy for my shoes”, Rockey & Mayur with "High on my Plate" has became the brand ambassador of all Dhabas nation wide on highways. Aditya bal a model turned host make you salivate with taste of all local cusines pan India in "Chakh Le India!". Whereas Big fat Indian Wedding gave you idea how heavy duty it is to arrange an Indian wedding

With the following of me too pattern and after success of NDTV goodtime Fox traveler entered India in 2008. With not only Indian but international shows like Poh’s kitchen, Extreme tourism, Food Safari etc. The channel gain real popularity with launch of series highlighting the hidden facts of many cities in India hosted by renowned RJ Malishka -"It happens only in India". And the competition began. TCL, Explorer, Travel trendz, Travel xp etc also entered the market. And soon the leaders realized to shift focus from traveling and food to a complete lifestyle package.  
          NDTV goodtime started the new trend with programs for daddies  to children, from your garden to pets, health & wellness etc. As a result of this NDTV goodtimes was able to set its mark in this industry. Soon follow the series on Travel xp which covers various festival from around the India like ran-utsav, horn bill festival, shows like “bada aur chota weekend” ,69 cocktail they started as if canvassing the tourists for various travel packages. The TRP rating says it all, as it gained quite popularity. On the other hand Fox traveler was getting more Indianised  with shows like “life mein ek baar”, “what’s with Indian men??” it cut the shares of NDTV goodtimes for shows like “life’s a beach” , “one life to love” .


From food and travelling these channels had came far way targeting individual from yoga to diet, from wedding to things one must do in life, from pets to garden, from waste to zest, spirituality to heritage and culture. As a result of this compition among lifestyle TV channels in India and world,  Lifestyle programming got recognized as an important genre by the TV industry.Sometimes known as factual entertainment or ‘daytime format’, programs in this category reflect either the kinds of lives we aspire to living or allow us to peep into the lives of others and hence it create a latent demand among its audience once the show reaches the maturity level and thats the reason the trends of this industry is ever changing.
 No wonder if tomorrow they have a show for infants or even hosting to understand life after death…. Because its all about life, its about style,

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