To grow its range of premium health and wellness products, UAE-based Credence International is set to launch a television channel ‘Hi Life’ for the direct-to-home (DTH) platform.
Terming it the world’s first beauty, cosmetics and lifestyle channel, Credence International has set aside about $10 million (about Rs 50 crore) for the project and plans to launch it during the Diwali season.
“Not only will Hi-Life be the first channel on beauty, cosmetics and lifestyle, but it will also air exclusive celebrity content, and some of our events like the forthcoming ‘Credence most beautiful Girl in the world contest-2009’ in Dubai,” says Ashish Kaul, executive director and business head, Credence International.
The content for Hi-Life will be generated partly in UAE, Jordan and India. The company plans to launch its own set of beauty pageant between September and December this year.