New channel
With the launch of a new channel — Colors Infinity by Viacom India, the English GEC has undergone a change where one will not only get to watch never-before-seen international shows but also get to see shows made in English by Indian directors starring Bollywood and TV actors. The channel, which went on air on July 31, 2015 has been co-curated by Karan Johar and Alia Bhatt and will have something for everyone — drama, superheroes stories, comedy, fantasy, crime and thrillers.
“We have been looking at the English GEC genre for the past few years. There was a space that needed to be explored. The consumer’s first reaction was that they don’t get to see the kind of content they really wish to see. This is where we saw big opportunity,” Ferzad Palia, executive vice-president, Viacom18 Media Pvt ltd and head of English Entertainment, tells you.
The best part is that Indian viewers will get to watch Indian shows made in English featuring Indian actors. “That’s the part of the strategy. We are already in the production phase of one of the shows but can’t reveal much at the moment,” Palia says.
English GEC shows airing on various other channels have been the biggest attraction for many who want to stay away from the usual saas-bahu shows. “English GECs as a genre has increased manifold. There is a rise in the number of people who can now read and understand English. TV shows are also becoming bigger, there couldn’t have been a better time to launch a new channel,” Palia tells you adding that it took their team two years to get everything in place.
“From conceptualising the idea to creating strategies, campaigns, selections of shows, it took time to put things in perspective. The USP of the channel is — seven days, seven new shows,” Palia says.