[icernet] Trendz gets FTV jumping

[Arul Selvan]

  Conditional access system (CAS) has certainly turned a lot of things 
around. Even in those particular niche segments not believed to be of 
much consequence in mainline advertising stakes. The fashion television 
genre is one such case. Till the first quarter of this calendar year, 
there wasn't much action in the genre apart from occasional protests 
from the "morality" brigade. Come July 14 and everything is set for a 
revamp. It's great to see perfectly shaped bodies cavorting on the ramp, 
and have choice too. Competition, they say, induces dynamism into an 
otherwise static market. The entry of Zee-Turner's fashion channel 
Trendz has "shaken and stirred" Fashion TV. The minimal T against a 
backdrop of pink adorning the right hand corner of the television screen 
has really set the small screen on fire in several Indian homes.

Due to its monopoly, Fashion TV had become monotonous and repetitive 
over the last few months. Then came Trendz! Imagine watching svelte 
divas walking down a flight of steps and wading through a "liquid" ramp 
made up of water. Another instance had the camera moving with the music 
even as the models danced and indulged in affable bonhomie. Some even 
indulged in "notorious" activities such as dancing around poles. Soon 
the buzzword became "movement" - innovative and creatively 
conceptualised backdrops. It's a treat watching "angels and fairies" 
hanging from the ceiling even as models walk the ramp below. In another 
case, sceptres adorned the backdrop even as models carried them in their 
hands while posing for photographs. Viewers got to see fashion shows 
wherein models strutted across a swimming pool located in the midst of 
green lawn. At the end of the show, the designer walks up front and 
jumps into the pool while taking a bow!

Source:
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