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An Interview with the CEO of Eye Television Network Mr. Duraid Qureshi
Q -- What inspired you to launch a style channel?
A -- HUM TV, since its very inception has been a classier and more stylish channel than its competitors. We were always looking for content
that was a cut above the rest and soon joined hands with Style Duniya
which covered Pakistan's fashion industry, to air some of their
programming, which we thought was unique. Style Duniya had been a small
cable channel coming out of Lahore, but as lots of money is required to
run a channel successfully, they had to close down operations and had
been reduced to a very small team producing programmes for local/foreign
channels.
Finding them to be a group of very talented and hard working young
people, I met the team and made them a very lucrative offer for their
expertise and content. I was very clear what their channel lacked, and
knew that by making proper changes and investing capital this could
become a separate channel filling the gap of lifestyle in Pakistan's
channel scene.
Always inspired by new and creative ideas, I bounced them off our senior
team, for we do not take any major steps unless we are all convinced of
their feasibility. Once a decision is taken, the whole organisation
focuses on making it a success. Contributions from sister channels is a
must, for with limited resources (they are always limited no matter how
much you keep investing!) it is wise to build on a new channel with the
input of already existing ones. Style360 is a very well thought of
channel.
Q -- How is Style360 different from Fashion TV?
A -- Fashion TV is a fashion channel only, whereas we are a lifestyle
channel. Our canvas is much broader, boasting a variety of programmes. A
24-hour channel requires a varied programming mix. We cover the complete
circle of style and have programming that will stun the style sensitive
audience.
Q -- From the looks of it, Style360 seems to be a very elitist channel. Considering HUM and Masala have been huge hits with the masses, do you
think Style360 will also garner the same response?
A -- I am always shocked when people ask this question. My understanding
of media has taught me that anything that is beautiful, interesting and
current will be liked by masses as well as the elite class. Television
channels must have the most modern graphics; the look has to be classy
and inspirational. Style360 is a dreamy, yet fast channel, with content
unlike any other channel -- short format programmes; fashion tips;
what's in, and what's not; entertainment from the film industry; gossip;
and lifestyle of the rich and famous. The best thing is that it's a
Pakistani brand with the standard of graphics and look being world
class. Every Pakistani will enjoy this fast paced channel.
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An Interview with Athar Viqar Azeem - Senior Vice president
Q - As an S.VP of the network, what are your views about the launch of
Style360?
A -- I think it's a great achievement for ETNL that after two successful
channels - HUM TV, which is a pure entertainment channel and Masala
which is a 24-hour food channel - we have launched Style360, and
hopefully this third channel will also be a great success.
Q -- Do you think there is a market for another fashion based channel in
Pakistan?
A -- There is a lot of potential for a channel like Style360 because it
is not just concentrated on fashion, but deals with a lot of other
things related to a person's lifestyle. And the best thing about
Style360 is that everything is according to our values and culture. I am
sure people will like and appreciate this channel as much as our other
two.
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An Interview with Omar Qamar – Business Unit Head Style 360
Q - What is your vision for Style360?
A -- My vision for Style360 goes back to 2002 when I started a web
portal called 'Style Dunya'. Later, I converted it into an electronic
magazine, then a local cable channel and now it's taken the shape of
Style360 - Pakistan's first lifestyle and fashion channel.
Q - How do you think you can maintain an upper-hand over your
competition - Fashion TV?
A -- We don't regard Fashion TV as our competition, since its content is
restricted -- in the sense that it's solely a fashion channel, and as
its it's a franchise, it can only show local content -- whereas, we have
gone and shot our programmes in different countries. What's more,
Style360's canvas is huge because we are basically a lifestyle channel.
Apart from fashion, people can expect art, culture, beauty, music, and
basically a lot more than what an ordinary fashion channel would have to
offer. The best thing about Style360 is that viewers will find a lot of
local association in this channel; it is almost wholly a Pakistani
brand, showcasing the best of Pakistan.
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An Interview with Vaneeza- Art Director Style 360
Q -- Tell us a little about the programming on Style360.
A - As our channel deals with lifestyle, it has a wide range of
programmes on it. It's not just a fashion channel; it's to do with
everything that deals with style, which is in essence everything we do;
whether it's the way we carry ourselves - it defines who we are. Our
style defines us - so it's a very good concept for a channel.
Q -- Which market will you be catering to?
A -- Well, I'm hoping we will be catering to the masses, not to any
particular segment. For the masses, TV is the only major entertainment
available. We don't plan to follow any particular style. It's also a
learning process for us; to see what the international trends are and
try to incorporate them nationally. We don't have any target market, so
we are not limited in our approach.
Q -- Do you feel there is a vacuum in the fashion industry that Style360
hopes to fill?
A -- Yes, there is a huge vacuum. It is a very young industry - fashion
is only 15-20 years old, and the progression has been very slow. It's
only in the last two years that some noticeable progress has been made
and it has evolved into an industry. Before, there was only one TV
channel, so not much time could be devoted to fashion. There were very
few fashion magazines - now there are so many, the choice is mind-
boggling.
Q -- Style360 will be based both in Karachi and Lahore; what will the
split be like?
A -- Karachi will produce more reality-based programming. Most of the
designers and models are in Lahore, so celebrity interviews, etc. will
come from Lahore.
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An Interview with Nomi Qamar- General Manager Programing
Q - How would you describe Style360?
A -- Style360 is a complete circle of lifestyle and fashion.
Q -- Both the launch shows were very impressive, what do you have to sayabout them?
A -- That they were the best events of the year 2008, and it was all possible because we had the best team -- the best designers, make-up artists, choreographers and models. Hassan Shehryar, who had left choreographing shows, made a comeback after five years and did the art direction for our shows. Tariq Amin and Ather Shahzad did hair shows for the first time for any event. And the highlight of the show was the troupe of British artistes that had flown in especially for the events.
Q -- Do you think there is a market for a style/fashion channel in the country?
A -- Eye Television Network has been a trendsetter in many ways. When they started HUM TV, they initiated the tradition of quality dramas and with the launch of Masala, they started a trend of food channels. With Style360 we are tapping yet another unexplored avenue - and will surely become pioneers in this field as well. It is better to be a trendsetter than a follower.
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An Interview with Sultana Siddiqui - President
Q -- What is the vision behind Style360?
A -- When we were thinking of the concept of Style360, there were existing channels like Fashion TV, and many others, but we observed that there was no channel that focused on different lifestyles. So we thought this would be a unique channel that would fill a void. Whenever we launch a channel, we do prior research thoroughly and introduce a channel that helps broaden our viewer's vision. We also build our image in the eyes of foreigners, and these were some of the things we were considering when we launched Style360.
Q -- Two launch events were held - one in Karachi and another in Lahore. Why did you feel the need for two events?
A -- It was a marketing tactic -- how you launch your channel is very
important.The major industry related to fashion is in Lahore, but the
sales and marketing team and advertising is in Karachi, so we wanted to
combine them and move ahead. By doing so we gave both halves of the
industry an idea of our vision, and amalgamated them to see how we could
take the channel to a new level.
Q -- How was the launch different from other events/launches?
A -- The launch was definitely different in many aspects. We did them
the way foreign shows are formatted; they are completely flawless, not a
stop for a single second. We focused greatly on music, quality
choreography and ambience, and ensured that all the top names in the
industry were present and made a significant impact.
Q -- What is your target audience?
A -- Glamour is something even the lowest classes dream about, and we
want to use glamour to involve all strata of society, something that all
classes can relate to. It is aimed at the masses. It is a channel that
will always bring happiness, and distract people from all the
seriousness and troubles in life. It will help them not only to learn
about international trends, but to lose themselves in it. It will
lighten hearts of all ages, from young to old, and the less fortunate to
the wealthy
Q -- Most people are under the impression that this is a channel
targeted at an all female audience. Is that true?
A - It's not like that at all...if u look at spas today, you'll find a
lot of men there too. Earlier, men would wake up, wash their faces, get
dressed in something simple and go out. Even if they put gel on their
hair, or were interested in grooming, they did it themselves. Now, the
case is entirely different. In fact, it sometimes shocks me with the
amount of things men get done professionally - everything from eyebrows
to facials, and even masks!!!
But on a serious note, even though the fashion world involves more women
within it, it certainly draws an equal audience of both men and women.
Hence,it will generate interest in both the genders equally.
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