Mumbai: On July 31st, 2015, Viacom18’s English Entertainment Channel Colors Infinity was launched with a promise of giving its viewers a unique Television experience. Staying true to its word of disruptive entertainment, the channel in its first year blazed a new path for TV viewing with its unique programming and compelling content.
Colors Infinity introduced for the first time on Indian Television a bouquet of distinctive propositions including Essential Viewing, Instant Premieres, Live Binge, Infinity-On-Demand and local homegrown content. Starting with 8 international premieres and 8 advertisers on board, Colors Infinity reached out to the 200 million audience, managing to not only capture 60% of viewership from the aspirational, neo-urban consumer in the country but also witnessing a rapid growth with over 100 advertisers on board today, including brands ranging across Automobiles, Ecommerce, FMCG and Electronics categories.
Speaking on the occasion of the first anniversary of Colors Infinity, Ferzad Palia, Head, English and Youth Entertainment, Viacom18 said, “At the very onset, we were faced with unequivocal opinions of futility but today celebrating a thriving completion of one year makes the anniversary an even more momentous occasion for us at Colors Infinity. We stayed true and committed to our vision of expanding the viewership base of English entertainment in general and increase the market share of Viacom18’s English cluster. With 60% of Colors Infinity’s viewership coming in from the non-metro market and our English cluster commanding 53% market share in the genre, I’d say we are well on track to realize our vision.”
He further added, “We’ve also seen a very encouraging quarterly advertising growth of ~30%, in terms of the number of advertisers coming on board. This in turn has helped us capitalize on our effective rate as well. This year we plan to increase our focus on local English content as well as bring in the latest seasons of our popular shows. Finally, we are committed to continue our innovations on the viewing experience with Infinity-On-Demand, instant premieres and essential viewing.”
In its very first year, Colors Infinity quaked the English Entertainment space with Instant Premieres of headliners like Mr. Robot, Tyrant, Better Call Saul, Heroes Reborn, Blindspot, Shades of Blue and FLASH, thereby showcasing episodes immediately after its US premiere. Colors Infinity further leveraged binge watching on their channel by showcasing 3 back-to-back episodes of globally acclaimed shows such as Arrow, Fargo, The Big C, The Last Ship, Chasing Life and more, as well as a never been done in India before LIVE Binge of all-new seasons of Mad Dogs and Orange is The New Black, same time as its US telecast. In addition, the channel also introduced the idea of viewers choosing their own premieres with Infinity-on-Demand.
In October 2015, Colors Infinity took its viewers to a whole new horizon of Television experience, yet again by giving viewers their first-ever homegrown English language music TV show – The Stage. With the path-breaking concept of The Stage, the channel took a leap into homegrown content as well as the first step in Indian television history to provide a platform to nurture English singing talent in India. The channel further nurtured its homegrown space with the launch of the luxe, celeb chat-show Born Stylish: an AFP in association with Grey Goose. Born Stylish showcased Bollywood style icons such as Akshay Kumar, Sonakshi Sinha, and Anil Kapoor, spill the beans on their evolution of style through the years, as well as International fashion pioneers like Jean Paul Gaultier, Anna Zegna, Massimiliano Giornetti of Salvatore Ferragamo and many more, interacting with host Pria Kataria Puri.
Keeping disruption as its domain, the programming was constantly supported with disruptive marketing campaigns. The channel has consistently initiated unique marketing campaigns since its inception. Besides a robust 360 degree marketing campaign, the channel proved to take a step further to engage with the audience, such as association with esteemed B-School IIM-Bangalore for the launch campaign of Shark Tank. Within its first year, Colors Infinity boasts of winning a total of 23 metals across CEF Awards, IMA, Promax World, Promax India Awards and Promax Asia Awards for its creativity and innovation. Some of the key award-winning highlights include PromaxBDA Asia award for Best Integrated Marketing Campaign for launch campaign of Colors Infinity, and PRomaxBDA World awards for Orange is The New Black and Fargo.
Taking a promising leap into the next year, Colors Infinity is currently gearing up towards the second season of The Stage. The all-new season of The Stage will premiere in September, thereby commencing the hunt for the next English singing protégé, In addition to The Stage, the channel will further amplify its international offering with launches of new shows such as Nashville, and Law and Order; as well as new seasons and Instant Premieres of Arrow, Legends of Tomorrow, The Flash, iZombie and Shades of Blue. Viewers’ favorite reality shows: So You Think You Can Dance and My Kitchen Rules are also slated to return on the channel with their new seasons.
Moving towards more meaningful horizons, Colors Infinity celebrates its one year anniversary by adopting a noble and worthwhile cause through Isha Foundation by sponsoring one year’s schooling for 120 underprivileged girls.
Carving out an entirely new landscape in the English GEC space, Colors Infinity heads for even newer horizons.