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Colors Infinity’s content plan

MUMBAI: English GEC Colors Infinity, which will be launched soon, is looking to innovate on the content front.

When it launches in SD and in HD, it will follow a Monday–Sunday strategy for primetime. In addition, it will air three episodes of shows back to back at primetime which allows for binge viewing.

Sudhanshu Vats & Ferzad PaliaColors Infinity defines its primetime as 8 pm–12 midnight.

Kicking off at 8 pm will be a cooking show ‘My Kitchen Rules’. In the show contestants volunteer to cook for chefs and other contestants.

The other shows air weekly in the primetime slot of 9 pm. ‘Orange is the new Black’ will air on Friday at 9 pm. This is a Netflix show about Piper Chapman, a woman sentenced to prison.

‘The Flash’ will air on Monday at 9 pm. It is about a man who gets superpowers after being struck by a bolt of lightning. ‘The Big C’, airing on Thursday at 9 pm, is about a woman who battles cancer while trying to find humour and happiness.

The channel will have over 100 shows in genres like drama, comedy, fantasy and crime. As had been reported earlier, studios that it has bought content from include NBC Universal, Sony Pictures Television, Twentieth Century Fox, Endemol Shine and BBC. Reality television will also form a part of the channel’s lineup with genres like dancing, cooking, magic and singing. The channel will also have live events, awards shows, mini-series, biopics and documentaries.

Viacom18 executive VP, English entertainment head Ferzad Palia said that the channel is targeting the top 25 cities.

The channel will also have local shows. “Audiences are comfortable with Indians speaking in English. This is an area that we will soon get into. We will have local shows shortly,” said Palia.

Karan Johar and Alia Bhatt are the co-curators for the channel.

“The programmes are not specifically targeted at just urban viewers. The aim is to create a new age of urban television,” said Johar.

Johar and Bhatt agreed and disagreed on shows. However, ‘Orange Is The New Black’ was one of their favourites. Said Johar, “We debated on shows. Should we include it or not. Is the show too niche, too dark? Should we push or tear the envelope?”

Bhatt said, “I connect with Colors Infinity because it speaks my language, has my kind of shows and understands how a 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. And also that we can watch episodes back to back. I enjoyed previewing shows with Karan and the Colors Infinity team and recommending which ones to go with.”

Colors Infinity has roped in L’Oreal, Renault and Integriti as launch partners. Digital and social media will be a key marketing tool in creating awareness for the channel.

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