Colors Infinity turns one!

By Anuka Roy

Colors Infinity was launched on July 31, 2015 and with the promise of giving its viewers a unique television experience in English entertainment content. The channel boasts of capturing 60% of viewership from the aspirational, neo-urban consumer in the country but has also got over 100 advertisers on board, including brands ranging across automobiles, e-commerce, FMCGs and electronics categories.

Speaking on the occasion of the first anniversary of the channel, 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 would say we are well on track to realise our vision.”

“We have 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,” Palia added

In its very first year, the channel startedwith instant premieres of shows like Mr Robot, Tyrant, Better Call Saul, Heroes Reborn, Blindspot, Shades of Blue and Flash, thereby showcasing episodes immediately after its US premiere. It furtherencouraged binge watching on their channel by showcasing three 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 new concept in India called 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, the channel presented the viewers with the first-ever homegrown English language music talent show – The Stage. With the introduction of The Stage, the channel took a leap into homegrown content as well as for the first time on Indian television a platform to nurture English singing talent in India. The channel further nurtured its homegrown space with the launch of the celebrity chat-show Born Stylish: an AFP in association with Grey Goose. It 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, MassimilianoGiornetti of Salvatore Ferragamo and many more, interacting with host PriaKatariaPuri.

Besides a 360-degree marketing campaign, the channel took a step further to engage with the audience, such as anassociation with IIM-Bangalore for the launch campaign of Shark Tank. Within its first year, Colors Infinity has won 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 the channel, and PRomaxBDA World awards for Orange is The New Black and Fargo.

The channel celebrates its one year anniversary by adopting a noble cause through Isha Foundation by sponsoring one year’s schooling for 120 underprivileged girls.