Colors Infinity poised to redefine English Entertainment; test runs on Tata Sky

MUMBAI: With an aim to redefine the English Entertainment genre in India, Viacom 18's Colors Infinity has already begun its test run exclusively on Tata Sky so as to give viewers a chance to sample the content.

What's more, eyeing a larger share of viewership, Colors Infinity has taken the route of premiere marketing to create substantial awareness amongst viewers. 

It may be recalled that the announcement stage of the channel was led by its co-curators Karan Johar and Alia Bhatt, who have played an integral role in curating the line-up and the scheduling innovation.  

On 27 July, the paid channel began running its test signals on Tata Sky. With its official launch slated for 31 July, the four days test runs of the Standard Definition (SD) and High Definition (HD) versions of the channel ensured that viewers could sample one episode of each of the eight shows that would be a part of the initial launch. 

The idea was to add to the conversations and intrigue around the channel. Speaking exclusively to Viacom 18 English Entertainment head and EVP Ferzad Palia says, ?The response for the same has been completely overwhelming with people writing in about Colors Infinity being their favorite channel.?

Palia further adds, ?The ethos of the campaign is built around the promise of redefining English entertainment in India and taking it toward a new horizon. All our communication as well as the much appreciated TVC stems out of this idea.?

After the Broadcast Audience Research Council (BARC), India rollout and following the phase one and two of digitization, the English Entertainment channels genre is expected to enhance its market share and go beyond the conventional eight metros. Keeping this in mind, Viacom 18 is planning to run a marketing campaign in 25 cities across the length and breadth of the country.

Buoyed by the response the network garnered from the marketing initiatives, Palia says, ?We have received a fantastic and encouraging response on the launch and the surround sound from all over. Digital that gives instantaneous feedback has been buzzing. Our social and digital media assets have been highly active with the Colors Infinity hashtag regularly trending across platforms like Twitter.?

According to Palia, the channel has garnered positive response from tier II cities as well. "This clearly goes on to show the willingness and interest that people have in consuming English entertainment content. It reinforces our endeavour of ensuring that Colors Infinity is an inclusive brand that reaches audiences across India,? he opines.

Since a vast majority of the English content consumers are widely present across digital platforms, the medium plays a vital role in creating word of mouth and generating awareness. ?Digital is a very integral part of our media mix and has been an imperative part of our communications plan in all its phases of announcement, pre-launch as well as launch. It is hence that we launched our campaign on digital itself. We have already reached out to about five million people only through the Facebook page since it has become active. The TVC with Karan and Alia has been at the center of conversations garnering around one million views,? informs Palia

The channel created city specific campaigns, giving different weightage to different mediums. So while in certain cities outdoor emerged as the lead medium, in others print took the lead with digital and radio cutting across all markets. ?For instance, Mumbai will see extensive outdoor while in Delhi the focus will be on print. We have many innovations that will come alive across multiple audience touch points like malls, cinema halls and through BTL consumer initiatives,? informs Palia.

The special marketing innovations include:

* A toll free number has been activated where viewers in trouble Better Call Saul on 1800 4195 500 for tongue-in-cheek legal solutions to life?s problems from Saul Goodman, the protagonist of the multiple Emmy nominated show. 

* Godrej Nature?s Basket will be seen promoting My Kitchen Rules with interesting recipes, integrated store and home delivery branding and product hampers in 22 outlets.

* To further build "Infinity" the channel has planned a Colors Infinity Food Festival with unlimited offers at 22 premium establishments across India like Hard Rock Caf?, Shiro?s, California Pizza Kitchen, The Big Kahuna and more.

All the marketing alliances and partnerships have been facilitated by the internal team of Colors. While the on-air campaign was done by the internal team, the off-air campaign communication was curated by Colors? creative agency Scarecrow. 

?The entire team has delivered a mesmeric campaign that has brand resonance and recall,? concludes Palia.

Latest Reads
Sun TV leads the Tamil market in BARC week 32

Zee Bangla continued to maintain its first position in BARC’s week 32 data. The Bhojpuri market, however, had a new entrant - Oscar Movies Bhojpuri that secured fifth position, whereas in the Kannada segment, Colors Kannada retained its leadership position. Asianet from Star TV continued took the...

Television TV Channels Viewership
Zee Anmol back on top of Hindi channels in across genres

After a short hiatus, Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back at number two rank in Broadcast Audience Research Council of India (BARC) weekly list of the top 10 channels across genres (across genres list) in week 32 of 2018 (Saturday, 4 August 2018...

Television TV Channels Viewership
Star India mobilises disaster relief for Kerala; Star network rallies public support #AllForKerala

As Kerala struggles with the devastation of massive floods, Star India, and its employees have stepped up to donate to and mobilise disaster relief for the flood-ravaged state #AllForKerala

Television TV Channels GECs
BARC week 32: Republic TV regains top position in English News

After losing its top position in week 31 of BARC ratings Arnab Goswami’s Republic TV regained its top position in the English news genre in week 32. Times Now stepped down to second position.

Television TV Channels Viewership
Zee Anmol leads Hindi GEC (U+R) in BARC week 32

Dangal TV emerged as the new entrant in Broadcast Audience Research Council (BARC) data for week 32 of 2018 in the Hindi GEC (U+R) market.

Television TV Channels GECs
HCL Corporation & The Habitats Trust tie-up with Animal Planet to create awareness about the need to save species and their habitats with ‘On the Brink’

HCL Corporation, a global technology conglomerate, & The Habitats Trust, a recently launched foundation working towards protecting habitats and their indigenous species

Television TV Channels English Entertainment
&flix brings the explosive action thriller this Sunday with ‘S.W.A.T.: Under Siege’

It’s triple the trouble and thrice the thrill – this season, your favorite Special Weapons and Tactics team – S.W.A.T. are back with the third installment of the blockbuster series.

Television TV Channels English Entertainment
Sony India bets on Pro Volleyball League

Sony Pictures Networks (SPN) India has signed a multi-year deal with Baseline Ventures and Volleyball Federation of India (VFI), to broadcast the inaugural season of the Pro Volleyball League in February 2019.

Television TV Channels Sports
Romedy NOW launches ‘Happy Hours’ in collaboration with ‘Happy Phirr Bhag Jayegi’

Romedy NOW, India’s favourite English Entertainment channel, introduces a specially curated property ‘Happy Hours’, an exciting line-up of romantic comedies, in collaboration with Happy Phirr Bhag Jayegi.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories