Mumbai: Conde Nast India, the publisher of Vogue, GQ and Condé Nast Traveller magazines and the host of the Vogue Wedding Show in India, announced its debut on prime time television with Vogue BFFs , a 10-part series shot and produced entirely by the publishing house for the Colors Infinity channel.
The show, which will debut on 24 September, marks the launch video as the company’s newest business vertical. Colors Infinity is the English Language general entertainment channel of Viacom18.
The weekly show, to be hosted by model Kamal Sidhu, promises to offer audiences insider access into the world of their favourite celebrities,Condé Nast said in a statement.
Each episode will feature Sidhu hanging out in a New York loft-styled set with two besties from the world of fashion and films. The show will include blind food tastings and rowdy games of Pictionary as well as lounging around and chatting.
The guests who will feature on the show include Deepika Padukone and fashion stylist Anaita-Shroff Adajania, Kajol and make-up pro Mickey Contractor, Sonam Kapoor and photographer Atul Kasbekar, Lisa Haydon and designer Tarun Tahiliani, producer Karan Johar, designer Manish Malhotra and Kareena Kapoor Khan, Arjun and Anil Kapoor.
“The show (Vogue BFFs), our exciting foray into television, is a natural extension of what we do at the magazine. It’s a stylish, insider’s look into the lives and loves of the most glamorous faces of the country and their equally famous best friends,” said Priya Tanna, editor of Vogue India.
This is not the group’s first deviation from print publishing, its core line of business. For some time now, the group has been publishing content across platforms from print to website to social media and increasingly on digital.
Over a third of Condé Nast India’s revenue comes from non-print verticals, said Alex Kuruvilla, managing director, Condé Nast India.
According to an earlier Mint story, 65% of the revenue for Condé Nast India comes from print, and 35% from events and digital, and the long tail of interesting, exclusive-to-India projects and ventures, such as the Vogue Wedding Show.
“The show is wholly produced in-house and shot in the “Vogue Loft”. The series showcases the best of what audiences expect from Condé Nast and our super brand Vogue—celebrity, fashion, high voltage glamour all wrapped up in an upscale, international production,” said Kururvilla, adding that there are many projects in the pipeline including web series and television shows across various platforms.
Media experts say the company’s strategy is well thought-out, especially in view of the decline in print media globally.
“Media houses need to diversify, especially those companies which have a legacy in print. While luxury titles are still holding up, a large chunk of the sector is under a lot of pressure owing to the changing media landscape and consumption patterns, said Jehil Thakkar, head of media and entertainment at KPMG India.
“Without evolution in the business model, there will be casualties. So it is prudent (for a media house) to take what you have and see if you can build adjacencies, with parallel brands. Not only does that strategy smoothen out the revenue, it also prepares the company for a post print world,” he added.
“Unlike conventional chat-shows, Vogue BFFs will give viewers an inimitable perspective of the intimate bond shared between celebrated Bollywood icons and their dearest from the industry,” said Ferzad Palia, executive vice president, Viacom18 and head, English and youth entertainment, in the statement.