24-hours Wedding Channel Is Going To Live

There is one industry in India, which irrespective of the state of the economy, continues to boom. It’s not like marriages can be put off just because there is a bear market, right? And it is an industry in its own right as surrounding a marriage (like ancillary units around an auto company), there is clothes, jewelery, cosmetics, honeymoon packages, booking of halls, dinners and lunches and it goes on and on. There are dedicated magazines, which caters to only marriages, helping couples plan the biggest day of their life in the grandest way possible.

Hence it came as no surprise to know that Star India is planning to launch a Hindi 24-hour marriage channel. Though the channel is not disclosing any information about the content, going by the international channel – Style; in all likelihood, it would have programs which help brides and grooms select a wardrobe, do a complete makeover; make mushy, romantic episodes where like a reality show, it will make the marriage proposal to the girl into a special event, with sponsorship for everything; it is sure to also have marriage planners who help put up the whole marriage – right from planning, budgeting to the actual marriage, all like a reality show, with things going wrong for obvious drama. It is also thinking of programmes on planning honeymoons, doing up the house to agony aunt kind of shows.

This would be a tremendous opportunity for advertisers in product categories for grooming, garments, jewellery, consumer durables and even automobiles. Not this will be just about celebrity weddings but about people from all walks of life. And given the mixed conundrum of culture that India is, it would surely be a cultural education of sorts too, if handled well. One thing is assured – the costs of weddings are sure to go up if this channel takes off!
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