1.
FASHION WORLD - Concept and positionning
FASHION
WORLD HDTV is a new 24 hour "lifestyle" channel
planned for launch
throughout the Middle East in early 2007. It is a
sophisticated and glossy channel!and a vital element in the
overall content offer on the digital platforms
throughout the region.
In
the coming months, the sale of High Definition TV sets and
screens will increase and rapidly become established as the
"norm". In this exciting new environment FASHION
WORLD HDTV intends to become a leading player as one
of the first High Definiton TV channels in the World.
Indeed
FASHION WORLD HDTV is designed to be one of the locomotive
elements in the new high definition screen-compatible
packages which the satellite operators will soon offer
FASHION WORLD HDTV can be defined as a “light
entertainment” channel covering fashion news, of course,
but also lifestyle and educational programmes.
The broad range of themes and topics will include:
-
tourism and travel
- food and cooking
- cultural events
- beauty and health
- "fun" sports such as skiing and surfing
- celebrity news and royalty
- architecture and design
- a number of fashion related "how-to"
programmes such as "how to use make up",
"how to cut hair nicely", "how to get
success in business", "how to improve
health"...
- purchased product that fits into the concept (films,
series, TV movies, documentaries, magazine shows).
- Shopping TV
In
order to make FASHION WORLD HDTV as attractive as possible
to viewers in the Middle East and North Africa, a high
proportion of local production and local interest topics
will be included. Although news and interviews of all the
major international celebrities will be present on FASHION
WORLD HDTV, these items should be mixed with local Arabic
stars to ensure sufficient local colour
and appeal.
Furthermore
FASHION WORLD HDTV intends to organize regular local
fashion-related events in Dubai. These will include fashion
shows with all the international models but also in depth
portraits of visiting international designers.
FASHION
WORLD HDTV is not a "tabloid" channel : its
sophisticated image will be masterfully sculpted to position
it as a "wannabe" channel: viewers are interested
in seeing a mouth-watering report on a famous English
footballer's favourite restaurant in Dubai, even if they
themselves could never afford to go there. Likewise a
sumptious and pittoresque visit of a celebrity's luxury
villa on Palm Island will appeal both to the rich and famous
as well of those would
like to become rich and famous themselves, one day.
Although
these elements are likely to appeal primarily to a female
audience, the channel will not be a womens' channel: the
packaging will be modern and
programming will include topics of interest to a wide
ranging audience.
In
today's fast moving digital world, one of the longer term
strategies of FASHION WORLD HDTV is to imagine that
"spin-off" channels are possible in the future,
!for example a more teenage orientated version of the
channel, a more “entertainment only” based channel or,
indeed, a dedicated
womens' interest station.
The
FASHION WORLD HDTV team's experience in its local market is
essential for the right programme mix to be found. FASHION
WORLD HDTV's content will come from a wide diversity of
sources and a high level of quality programming and chic
packaging must be maintained to ensure the
success of this flagship channel.
2.
FASHION WORLD HDTV - Content
The
actual programming on FASHION WORLD HDTV will primarily come
from 4 different sources:
1.
International agency and archive material including coverage
of fashion shows from all
over the world, nearly all of which is now filmed in HDTV.
2.
in-house production covering complete local Arabic or
English language programmes,
special emphasis on local events and educational content
3.
programme acquisition including movies, TV films,
mini-series, long running series, documentaries, specials,
magazine shows, sports, fillers, etc. This content will be
limited in the early stages because there is only a small
amount of high definiton programmes available but this will
increase dramatically in
the future.
4.
purchased programmes or co-productions adapted especially
for the Middle East market and FASHION WORLD HDTV in
particular. These could include, for example, celebrity news
from Entertainment, a regular fashion
news programme produced with Al Jazeera, luxury tourist destinations
in partnership with Travel Channel, etc.
The
current provisional schedule is for a 24 hour channel
consisting of a 4 hour
fresh program block daily, each broadcast a total of 6 times
weekdays.
The
weekend schedule includes “best of...” shows from the
previous week and each 4 hour block is also shown a total of
6 times but, unlike the weekday schedule, the reruns of the
acquired material (movies, TV movies, documentaries)
are spread over two weekends.
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