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Infinity-On-Demand, where viewers call the shots

Colors Infinity is premiering 12 international shows. In a unique initiative, the sequence of the shows will be decided by the audience through a poll on digital platforms

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Infinity-On-Demand, where viewers call the shots

Infinity-On-Demand, where viewers call the shots

Colors Infinity is premiering 12 international shows. In a unique initiative, the sequence of the shows will be decided by the audience through a poll on digital platforms

BestMediaInfo Bureau | Mumbai | May 25, 2016

Infinity-On-Demand

The English GEC from Viacom 18, Colors Infinity, is launching a new programming slot -- Infinity-on-demand -- premiering 12 international shows on 12 consecutive weekends, starting June 11 on Saturday and Sunday, 12 noon. The sequence of the shows to be premiered will be decided by the audience through a poll on the digital platforms, where viewers need to click on their choice every week.

Viewers will receive a weekly option to select from a choice of three shows. The channel has selected 14 new shows from across diverse genres with titles -- Mozart in the Jungle, Bates Motel Season 4, Lucifer, Legends and Peaky Blinders, among others.

Hashim D'Souza, Vice President, Programming Head of English Entertainment at the network said, “Colors Infinity has always pushed boundaries to provide unmatched fresh content. At a time when people have control over viewing their choice of shows, Infinity-On-Demand is our way of keeping the audience engaged by taking their selection as the final word. The shows on the list of voting have been carefully handpicked by the best to fit our programming.”

The channel will also premiere the new seasons of the blockbuster hits Tyrant and Robot in July, along with the rest of the world. Sabrina D'Souza, Vice President, Marketing Head of English Entertainment Channels, Viacom18 suggests that this is a unique programming and marketing initiative where conventional television will converge with social media interactivity.

Speaking on the nine- month journey of the channel, D'Souza said it is being perceived as a premium brand in this highly competitive English Entertainment category, strengthening its viewership.

The channel, launched on July 31, 2015, is the third one from the network in the English segment and second in the English entertainment segment. D'Souza said, “Thanks to the lineage of Viacom18 and Indiacast, Colors Infinity has enjoyed a head start. While we are happy with the high awareness among viewers, to remain the preferred English entertainment destination through innovative programming and marketing initiatives will be our continuous challenge.”

D'Souza said the speed-to-market is also a challenge, considering the digital age of instant gratification. “However, Colors Infinity has unleashed a breakthrough in English Entertainment viewing, by bringing world-class content to India, very close to the International airing time. There's also been a latent demand for quality Indian English content. Colors Infinity has addressed this need-gap with its original home productions like The Stage to offer world-class English programming, tailored for the Indian audience.”

The channel recently launched another show, The Royals, with innovative promotional activities on various platforms.

D'Souza explained the differentiation of marketing when it comes to the English entertainment genre. She said, “Since the English Entertainment consumer is evolved, we need to wisely choose our media and fine-tune our communication. Hence, it has been imperative for us to innovate, to stand out. Right from the launch campaign through the various show launches, our promotions have been unconventional. The differentiated creative communication in mainline media and extensive on-ground consumer engagement across every campaign has consistently built the brand's premium positioning and thought-leadership.”

The channel did bag awards for their innovative campaigns at Promax Asia, Promax India and also the Abbys.

About entering a cluttered space like English GEC, Sabrina said this is an ever-evolving genre. “The space is evolving rapidly due to the plethora of content and delivery platform options at the viewer's disposal. And today, with multiple screens vying for the viewer, the terrain is continuously changing and evolving, making this space more exciting than ever.” Talking about the importance of digital in marketing, she added, “Our viewers are quick to spark conversations around what they watch. Hence we constructively engage with our viewers on social media. However, we prefer an integrated 360? approach in our campaigns, where one media compliments the other. The idea is to communicate with our consumers through the media relevant to them.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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