Unveils entertainment to the power of infinity

The English general entertainment channel (GEC) bouquet is set to get bigger with the launch of Viacom18's Colors Infinity. The soon to be launched Colors Infinity is all set to break new ground by ushering in the growing international trend of ‘Essential Viewing’ – an immersive experience of watching three continuous episodes of globally applauded narratives back to back.

The channel will see scripted and unscripted content that will span genres such as Drama, Superheroes, Comedy, Fantasy, Crime and Thrillers. Additionally, there will be a special focus on reality television with some of the world’s biggest shows across dancing, singing, cooking, and other lifestyle interests. The channel will also play home large format live events and awards.

Introducing new-age content, Ferzad Palia, executive vice president of Viacom 18 and head of English entertainment, said, “We are set to be the absolute stage for the best in English-language entertainment with its handpicked international content and extensive multi-genre offerings.

It is going to be a definitive game changer through inviting newer audience and growing the viewership pie. Our objective is to grow the category by broadening the appeal and reaching to a wider base” “We are overwhelmed with the response of advertises and channel partners who have reposed tremendous faith in Colors Infinity and its proposition of bringing scale to the English genre.

Our deep partnerships with eminent global brands like L’Oreal, Greygoose, Renault and Integritiis sure to add tremendous value to their endeavor of effectively reaching out to their ideal consumer”, he said. On having Karan Johar and Alia Bhatt on board as co-curators, he further added “Karan and Alia have been an integral part of our decision making process.

Their perfect blend of insight and finesse has helped shape our content selection and brand. We're delighted to welcome them to the Colors Infinity family and to work closely with them. Sudhanshu Vats, group CEO, Viacom18, said, “Today, we are the world’s second largest English speaking population and live in an environment where English is seen as a ladder to personal progress.

The market is widening its appeal across viewers who think and speak in English, but haven’t been invited to consume international entertainment yet. Colors Infinity aims to speak to this larger audience which goes beyond the metros and has never been addressed by the category.

English is an extremely important space for us and with this move, we will further strengthen our share in the category.” Speaking on the great addictive content that Colors Infinity is all set to bring to India, Karan added “India has been viewing a lot of international content, however, what we have accessed so far is just the surface.

This channel will transform the English entertainment market in India with an unmatched array of content for the globally connected Indian viewer. We are serving up the best of world content that straddles multiple-genre segments and emotions, all on one channel; a destination of infinite choices.”

While the beautiful and multifaceted Alia Bhatt, said “I connect with Colors Infinity because it speaks my language, has my kind of shows and understands how a new generation of viewers wants it all and wants it now. So it’s fab that there’s a whole lot of new shows that we get to see without waiting ages for them to come to India.