It’s back to back to back primetime for Colors Infinity

08 Jul,2015

By A Correspondent


When we interviewed Ferzad Palia, EVP, Viacom18 and Head, English Entertainment, last week, he promised that the soon-to-be-launched Colors Infinity, the English general entertainment channel from the Viacom18 stable, will offer disruption of the kind offered by the flagship Hindi GEC Colors in 2008.


With the scope governed by the number of titles and libraries available to be acquired from the international market as that’s what the viewing masses want to watch (as against locally produced content), the team at Infinity had to dream up a strategy that would be stand-out given all the constraints.


So out came this idea of back to back to back. This means three continuous episodes shown one after the other after the other. Phew! And this will happen every day of the week. The slew of shows – selected jointly with Bollwood impresario Karan Johan and actor Alia Bhatt – has some never-seen-on-Indian-TV shows like Fargo, Orange Is the New Black, Better Call Saul, The Flash amongst others.


Karan and Alia along with Palia and Sudhanshu Vats, Group CEO, Viacom18 unveiled the line-up to the media at an event on Tuesday (July 7). “Our first homegrown English entertainment channel for India – Colors Infinity, through its many firsts, is all set to subvert convention in the genre through providing a consummate viewing experience,” Vats said.


Talking about the channel’s gambit to forge ahead of competition, Palia said he was looking at marketing beyond the six-eight cities which most look at. “Adding to the immersive experience, the innovation of facilitating essential viewing is set to be a definitive game changer through inviting newer audience and growing the viewership pie.” Colors Infinity is looking to pushing the chanel to some 21 cities other than the four metros.


Meanwhile, in line with what many new channels have been doing in the recent past, Infinity has roped in four brands to partner the offerings. These being L’Oreal, Grey Goose, Renault and Integriti.


Meanwhile, the launch date for the channel has still not been unveiled, but according to trade sources, it’s most likely going to be in the next three weeks.


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