Fledgling station recognizes fashion’s finest

Korea’s fashion community has another occasion to celebrate its achievements -- a year-end, Oscar-style awards ceremony held by Dongah TV, a cable channel.
The event, which will take place on Dec. 30 in the Grand Ballroom of the Seoul Grand Hyatt Hotel, will include a dinner, entertainment by local performers and the presentation of the “Dongah TV Award 2003.” The 500 invited guests will include Korea’s leading fashion designers, company executives, beauty professionals, members of the press and television staffs.
The awards are divided into four categories: individuals, companies, products and brands. Industry professionals and the television audience will vote on the persons who have worked hardest to promote and develop Korea’s fashion and beauty industry during 2003. The TV audience will cast ballots through cable and satellite channels and the Internet. The event will be broadcast at a later time on Dongah TV, channel 34.
The awards show is quite an achievement, considering that Dongah TV first aired in 1999. The channel targeted mainly women, with programs revolving around culture, travel, parenting, fashion and cooking. Several soap operas and movies were also on the program roster. But the channel’s success was sealed when it began the exclusive airing of popular American programs, such as the sitcom “Friends,” “The Bachelor” series and “Love Survival.” Dongah soared on their popularity.
Beginning in early 2002, Dongah changed direction, focusing on fashion and beauty for the burgeoning beauty-consciousness among Korean women. Today, Dongah TV runs its own online beauty academy and Internet shopping mall. It also publishes a series of fashion books, covering both international and domestic shows. Its latest programs include the broadcasting of local fashion shows and events and “World’s Luxury Brands,” which introduces legendary luxury brands.
Despite the nation’s economic slump, Dongah TV expects to post a 50 percent increase in revenue this year, with 78 billion won ($65 million) in net profit.

by Ines Cho