Television

Viacom18 bullish on English entertainment; launches Colors Infinity

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/07/01/Untitled-6.jpg?itok=ePBsSJBF

MUMBAI: The English general entertainment channel (GEC) bouquet is set to get bigger with the launch of Viacom18's Colors Infinity. The channel is in keeping with the network’s philosophy of growing and deepening its presence in the genres it is present in. 

The to be launched channel will have both standard definition (SD) and high definition (HD) feeds. With the addition of the new channel, Viacom18’s English entertainment channel bouquet will now have four offerings namely VH1, Comedy Central, Colors Infinity and Colors Infinity HD. 

Even before its launch Colors Infinity has acquired 2000 hours of original content from across studios, including the likes of NBC Universal, Sony Pictures Television, Twentieth Century Fox, Lionsgate, MGM, BBC, Endemol Shine and a host of other independent and small studios. “These are all multiyear deals,” said Viacom18 EVP head – English Entertainment Ferzad Palia. 

Additionally, the new English GEC, which has spent close to a year and a half in curating content, will have shows from across genres like drama, comedy, super heroes, talent, lifestyle, action, mini-series and live events. 

The channel, which aims to target approximately 30 million consumers countrywide, at the time of launch, is using a phase wise marketing strategy. The first of this is informing consumers about the channel by using the well entrenched ‘Colors’ brand name. 

“Colors by far is perceived as a successful media brand. It is also known for its disruptive and progressive programming and that is what Colors Infinity is about. The idea behind using the name Colors Infinity is to build a broader base of people,” informed Palia. 

For Viacom18 group CEO Sudhanshu Vats, using the brand Colors is part of the network’s GEC approach. “If you look at our Hindi or regional channels, it is under the ‘Colors’ brand. So from a strategic perspective it fits well. Also Colors is a very urban and inspirational brand. It will have a lot of resonance and appeal with the right set of people that we want to reach out to,” said Vats. 

The channel has roped in director-producer Karan Johar and actor Alia Bhatt as co-curators. The duo has worked closely with the channel on picking shows and giving insights on the programming. “Together the two of them have over 10 million Twitter followers and through them we plan to build relevance with a greater audience. They will be integrally involved with the marketing campaign as well,” said Palia. 

Colors Infinity will not charge premium subscription for the channel and will work on the advertisement and subscription model. “The Indian market has so far not grown enough for channels to make money with just subscription. In the future, may be after cable starts billing and there is addressability, it may start generating revenue,” opined Vats. 

Targeting viewers in the age group of 15 - 50 years, Colors Infinity is looking at a distinctive scheduling strategy. “It will be disruptive and something which has never been done in India before. We are mapping it the way a consumer would want to watch it,” informed Palia, adding that the content will comprise Indian television premieres. 

While the network already has highly targeted channels in VH1, which is a pure music and lifestyle channel and Comedy Central, a comedy channel, both Vats and Palia feel that the viewership will not get cannibalized. “We are not here to eat from a small pie, we are here to grow the pie. In fact with time, we will have more switchers from competition channels than our own cluster,” asserted Palia.

According to Vats, all the channels will co-exist. “Colors Infinity is a GEC, while the others are sharply targeted channels. This is how it is worldwide,” added Vats.  

The growing English entertainment genre 

According to Palia, this is the ‘Golden age of television.’ “The production of TV series in the US and UK was up 400 per cent in the past five years. This can be attributed to the growth of cable, over the top services and the aggressive nature of networks in the US and UK,” he opined. 

Talking from an Indian market perspective, Palia said that English entertainment in India was now becoming main stream. “Close to 250 million Indians now are English literates, whereas 10 years ago, it was close to 25-30 million. It is the second language to most now,” he pointed out. 

English entertainment genre currently reaches to 200 million consumers. “We have added 20 per cent viewers in the genre post DAS and our advertising revenue over the past five years has grown by 60 per cent. Not just this, close to 60 per cent of English entertainment consumption is coming from non-metros,” informed Palia. 

Palia is of the opinion that from an advertiser's perspective, the genre is lucrative as English entertainment consumers have 35 per cent higher disposable income. 

Addressing the issue of ‘torent’ing, Palia said that the habit has been inculcated by broadcasters themselves. “We have forced consumers to go and download. Research shows that people do not download just because they want to watch content immediately after the US launch. The real reason is that they aren’t getting enough content that they should be. There is plethora of content that is not even brought to the country,” he said.

While the shows are first aired in the US in September and go on till May, Palia points out that in India viewers have to wait for the first episode till May. “There is a huge time gap and through our new offering, we will be taking care of this aspect,” he informed. 

According to Palia, the English entertainment genre has never really invited a much larger base of people who understand the language and are watching the content in their personal space and not on TV. “We want to be that channel, which takes the category to a larger audience. We are not going mass, but since English is now main stream, we are reaching out to a wider base,” concluded Palia.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/inter.jpg?itok=d0iVqyO0
IFFI Goa pushed forward to early 2021

MUMBAI: The fifty first edition of the International Film Festival of India (IFFI) which was to be held from 20-28 November in Goa was looking iffy thanks to the unabated spread the SARS COV2 virus in India. Today, any doubts about it were put to rest: the directorate of film festivals which comes...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/big_0.jpg?itok=zzjoxpMQ
Salman Khan returns as super host of Bigg Boss 14

Tables will turn as the most challenging year will now be challenged. Bogged down by the lockdown, shackled in chains of monotony and boredom, 2020 has been a year that laid complete waste to our best-made plans.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/banijay.jpg?itok=hzUd9pCY
Banijay Rights launches new website & catalogue

MUMBAI: Banijay Rights has unveiled its brand-new catalogue and refreshed website following the integration of Banijay Rights and Endemol Shine International.

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/dangal.jpg?itok=aDiKhf8B
Dangal TV to air iconic love saga Kitani Mohabbat Hai Season 2

Living up its promise to entertain viewers and bring engaging content, Dangal TV brings a new show with a compelling storyline for its audiences from the house of Balaji Telefilms’ starting September 28, 2020 at 9:30 pm exclusively on Dangal TV

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/zee.jpg?itok=7ba357ro
Witness the valor showcased by the citizens as they fearlessly faced the terrorist attacks at the famed Taj hotel in the Zee Cinema premiere of Hotel Mumbai

The terror that struck the heart of India on 26th November 2008, be it the blasts at Taj hotel, the gunfire sound or that one image of Kasab at CST, every moment of that day is etched in the minds of the entire nation. While the visuals of the Taj Hotel burning still give goosebumps, imagine what...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/star.jpg?itok=DaIVeori
BARC week 37: Star Plus continues to dominate pay platform and urban market

MUMBAI: Star Plus has continued to dominate on pay platform and urban market(Saturday, 12 September 2020 to Friday 18 September 2020) of Broadcast Audience Research Council of India (BARC) data. Sony Sab has replaced Star Utsav on second position in the urban market. Pay Platform

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/vatc.jpg?itok=UzbqDYtb
BARC Week 37: Dettol Antiseptic Liquid is back as top brand

NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 12 September to 18 September 2020. The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/ms.jpg?itok=vMdYBtOS
Viacom18's Mahesh Shetty's tips for sales teams & professionals

Most management graduates harbour dreams of getting into a marketing job at one of the FMCG majors once they graduate. But if they have eyes on the corner office they would do well to get into sales, and not just be swayed by its more glamorous cousin, marketing.

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/cosmos.jpg?itok=btX9sR9_
Disney+Hotstar VIP to stream Cosmos-Maya's animated series Dabanngg

MUMBAI: Indian animation studio, Cosmos-Maya and Arbaaz Khan Productions have come together to adapt the Dabangg franchise into an animated series. This news comes right in line with the tenth anniversary celebration of the film franchise that introduced the character of Chulbul ‘Robin Hood’ Pandey...

Television TV Channels Kids

Sign up for our Newsletter

subscribe for latest stories

* indicates required