Viacom18 Preps English-Language Network

MUMBAI: Viacom18 is expanding its Colors brand beyond the Hindi-language general-entertainment space with the launch of the English-language service Colors Infinity.

Colors Infinity and its sister HD channel will be available across DTH and cable platforms, parent company Viacom18 says. Content is being licensed from Warner Bros. International Television Distribution, NBCUniversal, Sony Pictures Television, Twentieth Century Fox, Lionsgate, MGM, BBC Worldwide and Endemol Shine, among others, via multiyear programming deals. Colors Infinity has enlisted director/actor/TV personality Karan Johar and actress Alia Bhatt to co-curate the channel's programming lineup, which will span drama, comedy and reality fare, plus live events, awards shows and documentaries.

Sudhanshu Vats, group CEO at 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.”

“Globally, television series have become a force to reckon with, be it in terms of scale of production, Hollywood actors being cast, quality of storytelling, writing and in many other ways," said Ferzad Palia, the executive VP and head of English entertainment at Viacom18. "This is the ‘golden age’ of television. Colors Infinity, with its sheer breadth of offering and carefully selected content from across global markets, will be the definitive platform for the best in English-language entertainment across genres. Freshness will be at the core of what we do, be it the content we air, scheduling strategy or marketing. Our objective is to grow the category by broadening the appeal and reaching to a wider base.”

Launch date and programming lineup have not yet been announced.