Hurley launches India's Hello!
Further evidence that celebrity culture is making the world a smaller place was prominently displayed on Delhi newsstands yesterday as the first Indian edition of Hello! magazine was launched with Liz Hurley on the cover.
Featuring the same glossy photographs and gushing prose on Hurley's lavish marriage to Indian businessman Arun Nayar as the current UK edition, its publisher promised a similar mix of celebrities, royalty, sports stars and business leaders.
Most Indians identify celebrity with Bollywood actors, but Hello! said it hoped to change that perception by also focusing on industrialists, socialites and leaders in other diverse fields.
About 80% of the content will focus on Indian celebrities.
The editor of the monthly Indian edition, Ruchika Mehta, said the magazine was "the big daddy of the fine life", promising "the larger-than-life romances, the 'bling' homes, the to-die-for fashion and class, the 'giga-gorgeous' women and men, all packaged into a high gloss monthly".
The Indian market is seen by global magazine publishers as an important target for expansion. An increasing number of familiar titles are already available, including Cosmopolitan, Marie Claire, Seventeen, Maxim, Time Out and Hello!'s rival OK.
India's large number of English speakers, rising incomes and greater media penetration have attracted companies including Financial Times owner Pearson and Independent News & Media.
But foreign media firms have been slow to make big investments, opting instead for small stakes or licensing deals in a fragmented market dominated by regional language titles and family owned firms that are reluctant to cede editorial control.
Media ownership laws allow foreign ownership of non-news titles, but impose a 26% ceiling on news publications.
My Comments...
Personally i feel that an edition of 'Hello!' magazine will do well in India. Just as any other country the population will adore the opportunity to recieve celebrity gossip in a high spec glossy magazine. Although, considering its more up market appeal it's hard to see whether everyone will understand the concept. Launching the first edition via the use of Liz Hurley and her marraiage to Arun Nayar the editiors have considered a good approach to try and intergrate to cultures.Having originated from the west 'Hello!' in India may be popular throught the aspirational effect it may have on its target market to be more like those in the west.
Featuring the same glossy photographs and gushing prose on Hurley's lavish marriage to Indian businessman Arun Nayar as the current UK edition, its publisher promised a similar mix of celebrities, royalty, sports stars and business leaders.
Most Indians identify celebrity with Bollywood actors, but Hello! said it hoped to change that perception by also focusing on industrialists, socialites and leaders in other diverse fields.
About 80% of the content will focus on Indian celebrities.
The editor of the monthly Indian edition, Ruchika Mehta, said the magazine was "the big daddy of the fine life", promising "the larger-than-life romances, the 'bling' homes, the to-die-for fashion and class, the 'giga-gorgeous' women and men, all packaged into a high gloss monthly".
The Indian market is seen by global magazine publishers as an important target for expansion. An increasing number of familiar titles are already available, including Cosmopolitan, Marie Claire, Seventeen, Maxim, Time Out and Hello!'s rival OK.
India's large number of English speakers, rising incomes and greater media penetration have attracted companies including Financial Times owner Pearson and Independent News & Media.
But foreign media firms have been slow to make big investments, opting instead for small stakes or licensing deals in a fragmented market dominated by regional language titles and family owned firms that are reluctant to cede editorial control.
Media ownership laws allow foreign ownership of non-news titles, but impose a 26% ceiling on news publications.
My Comments...
Personally i feel that an edition of 'Hello!' magazine will do well in India. Just as any other country the population will adore the opportunity to recieve celebrity gossip in a high spec glossy magazine. Although, considering its more up market appeal it's hard to see whether everyone will understand the concept. Launching the first edition via the use of Liz Hurley and her marraiage to Arun Nayar the editiors have considered a good approach to try and intergrate to cultures.Having originated from the west 'Hello!' in India may be popular throught the aspirational effect it may have on its target market to be more like those in the west.
posted by HeavenSent..x @ 4:28 PM
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