MUMBAI:  Ever got the liberty to choose a platform for the consumption of your favourite content? And no, we are not talking about digital but our own traditional television. Times Network is launching a new show titled Luxury Time. The show is placed on the weekend primetime slots of not one or two but across six of its channels-  ET Now, Times Now, Magicbricks Now, Romedy Now HD, Romedy Now SD and MN+.

Reason: not dissecting the audience but giving it the power to choose a platform, whether they want to watch the show on the news channels or English entertainment channels.

Slated to go on air from 27 August, the debut season will comprise of 12 episodes of 30 minutes each and will span across categories like travel, lifestyle, personal care, accessories, fashion, gourmet, gadgets and premium stationery. The show promises to showcase luxury in the true sense – luxurious living, aspirational brands, gourmet cuisines, exotic destinations and the likes.

Luxury Time is targeted at the 10.2 million strong English speaking audience and aims to be an international barometer of luxury and sophistication. It has been shot internationally and in various places within India with a bank of three to four shows ready.

“The luxury industry in India is a fast growing industry with an average growth rate of 15 per cent to 20 per cent. Being the strongest in the English language space, reaching to 67 per cent of the English speaking audience, our network attracts the leisured and privileged class of the HNIs,” says Times Network president revenue Ashit Kukian. “This makes the network and the show the best platform for luxury industry to connect with its target audience and offer viewers unique experiences within the world of luxury.

Each episode will feature notable experts and celebrities who will talk about the latest trends in each of the categories. The show promises top brands such as:  Bulgari CEO Jean-Christophe Babin, Chopard co-president and creative director Caroline Scheufele, Tag Heuer CEO Jean-Claude Biver, Breitling VP Jean-Paul Girardin, Maharaja Gajendra Singh ji of The Ummaid Bhavan Palace in Jodhpur, jewelry designer Nirav Modi, fashion designer Raghavendra Singh Rathore and  Gauri Devidayal, Partner – The Table, etc.

He further added “It is expected that in 2020, the average age of an Indian will be 29 years, which reflects that the spending power of this population will continue to grow and they will be spending over 40% of their monthly income on some of the world’s largest luxury brands. And keeping the same in mind, the timing for launching the show now was most appropriate to reach millennial’s who are ready for exclusive experiences. Luxury Time will showcase forward-thinking ideas in luxury travel, business, culture, fashion, food and technology.”

Though the show has no sponsors or advertisers on board as of yet, Kukian believes that once the first episode goes on air, advertisers and viewers will latch onto it automatically. “We have clearly gone with the content need and are open for an advertiser to get on board. Brand integration definitely is a good opportunity and can happen in the future,” he added.

Given the strength of the group, Luxury Time will be promoted across all the networks’ channels. Once it gets good traction, the channel will strategize the show’s marketing on various other mediums.

It will be interesting to observe what benefits will this window to the luxury world bring for the entire network.