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Crime and Punishment Based in Rome, Elena Frova creative director Fox International Channels Italy, not only oversees a portfolio of channel brands, but was part of the team that conceptualized and developed the branding, on-air presentation and programming for FoxCrime and FoxLife. The former made its Asian debut on StarHub Digital Cable in Singapore, and was just joined by brother channel FX. “We did have moral codes to consider when creating FoxCrime,” explains Frova. “We wanted a much lighter feel – to avoid being seen to glorify or celebrate violence or crime.” Hence the on-air promos lightheartedly portray inept criminals making stupid mistakes resulting in their capture. The channel’s line-up centres largely around CSI – and that show’s migration from Fox, to Fox Life, and now to FoxCrime – in many ways charts the evolution of the FoxCrime channel. “Sometimes things evolve,” says Frova, “and our strong market research department will recognize audience demand.” The enjoyable thing about pay TV, she says, is that it’s an ‘opt-in’ model. “People are choosing to watch, so you can cater specifically to their needs and preferences.” Another key to success is to