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General News Travelxp to launch in UK as FTA service on Freeview platform
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MUMBAI: Travel and lifestyle channel Travelxp will launch in the UK on 30 April as a free to air (FTA) service on Freeview UK platform. Travelxp said it is the first TV channel from India to launch in the UK for mainstream audiences. The distribution on Freeview will allow the channel to reach close to 16 million homes.

The UK is the first market where the channel will follow the ad model. In all other markets, it follows the subscription model. The channel’s ad inventory is claimed to have been sold out.

Travelxp will also produce content for UK locally through its UK Production Office, across genres like destination, food, culture, nature, heritage, lifestyle and more. The UK production hub will be the first outside India. Travelxp MD Europe Sumant Bahl also leads Travelxp UK from its Greater London office.

Travelxp CEO Prashant Chothani noted that unlike other Indian channels which primarily target South Asians the travel and lifestyle channel will target the mainstream viewers in the UK. “Our launch in the UK on Freeview is yet another major step in our mission to help lovers and aficionados of travel explore the best of travel and lifestyle vicariously through Travelxp, and to encourage them to step out and explore our beautiful world in person,” Chothani added.

Travelxp’s launch on the Freeview platform, which reaches nearly 99% of TV homes in the UK, will add nearly-16-million TV homes to the 75 million-plus TV homes Travelxp already reaches worldwide. Every television manufactured in the UK after 2008 includes an inbuilt Freeview tuner that enables it to receive channels from Freeview, which is operated by DTV Services, a joint venture between the BBC, ITV, Channel 4, Sky and transmitter operator Arqiva.

The channel’s most popular shows from its six main categories of Destination, Lifestyle, Food, Culture, Nature, and Heritage will be available to UK TV homes on the Freeview network.

Commenting on the content plan for Travelxp UK, Bahl said, “We are known for our mainstream approach, which focuses, always, on the entire mainstream audience instead of the diaspora alone as that would limit our reach and impact. For the UK audiences, we shall not only continue to provide our world-class mainstream content from our large library of over 1000 hours, we will also produce similarly engrossing and quality content locally in the UK, on all key travel aspects of Destination, Food, Culture, Nature, Heritage, Lifestyle and more. This locally produced content will resonate with the discerning UK audiences, and add immense value to our ever-growing content library too.”

Travelxp has made aggressive marketing plans targeting the large mainstream audience market in the UK. The plans include TV campaigns on mainstream Television and Digital Billboard Screens across the UK on buses, the Underground, and on Social Media, amongst other initiatives.

Content on Travelxp for TV homes on the Freeview network:

Destination: The destination category includes episodes about destinations from popular series like Backpack, Off The Grid, Glimpses, Xplore World, Xplore India, XP Guide, City Breaks, Nordic Quest, Summer Escapes and special series on Nepal – Hope Never Dies.

Lifestyle: The Lifestyle category includes episodes from top series like Unwind, Bliss, World Spas, Great World Hotels, Great Indian Hotels, Best From The Rest, Cruise XP, Tracking Royalty, and more.

Food: The food categories include episodes based upon local, regional, national and international cuisines, dishes and delicacies from popular Travelxp shows like Strictly Street seasons 1 and 2, Food Fact Fun, Food Highway, Quest, and Foodicted, among others.

Culture: The culture category includes episodes from popular Culture-based series like Divine Destinations, World Festivals, The Special Mount Kailash Series, special culture series like Hornbill Festival, Desert Sunset, Rann Utsav, Fair@Pushkar, Spring Fun, and much more.

Nature: The Nature category includes episodes from popular series like Bada Weekend, Hills & Valleys, and much more.

Heritage: The Heritage category includes episodes from exquisite series like World Heritage, Landmarks and more.

Source:
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Airtel Digital HD Recorder / Kerala Vision Digital TV
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