shawl_who
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Viacom18 is set to launch its English General Entertainment Channel (GEC). It would be its biggest addition to its English genre count that so far had the niche Comedy Central and the music channel, VH1.
The group received its licence from the Information & Broadcasting Ministry this week for the pay channel and is expected to launch it soon.
Two senior officials in the group, both with direct knowledge of the plans for the new channel, confirmed the imminent launch but declined to divulge details. One of them says, "It is a big launch for us, we can't disclose much, as the date of launch is yet to be firmed up."
According to trade partners of the broadcaster, one of the tentative names for the channel, used so far, is Colors Infinity, taking after the biggest brand in the network's kitty (covers a Hindi GEC and regional channels). However, it might not be the one to get finalised.
Jehil Thakkar, head - media and entertainment, KPMG, which co-authors the Indian Media and Entertainment Industry Report every year with FICCI, says, "English GECs comprise a small market in terms of viewership. However, it is a coveted viewership at that because a lot of the aspirational and premium brands target it as it consists of trend-setters and decision-makers. Most of the larger networks will try and have one or two English GECs so as to maintain relationships with such advertiser brands."
The English GEC will also add to Viacom18's distribution arm, IndiaCast's muscle-power, when it comes to negotiating content deals with distribution platforms such as multi-system operators and DTH players.
It lacked the wider English entertainment spread that some competing networks have had so far. While quite a few of Viacom18's channels carry a Hindi-English mix of programming such as MTV and Nick, it had only two under its only-English category.
STAR India, on the other hand, has a mix of general entertainment, infotainment, niche interest and movie channels in English such as Star World, Star Movies, FX, Fox Crime, National Geographic, Fox Life, besides HD and specialised versions of some these brands such as Star World Premier HD and Nat Geo Wild. The Zee Entertainment Enterprises has Z Cafe and Z Studio.
Industry experts, however, point out that Viacom18 had music-turned-youth channels like MTV, music channels like VH1 and Comedy Central with a male-centric viewership that catered to the upmarket English entertainment viewing demographic.
But the new English GEC would help the network to garner a more general audience in the space, including a better targeting of women.
Viacom18's new English accent | Business Standard News
The group received its licence from the Information & Broadcasting Ministry this week for the pay channel and is expected to launch it soon.
Two senior officials in the group, both with direct knowledge of the plans for the new channel, confirmed the imminent launch but declined to divulge details. One of them says, "It is a big launch for us, we can't disclose much, as the date of launch is yet to be firmed up."
According to trade partners of the broadcaster, one of the tentative names for the channel, used so far, is Colors Infinity, taking after the biggest brand in the network's kitty (covers a Hindi GEC and regional channels). However, it might not be the one to get finalised.
Jehil Thakkar, head - media and entertainment, KPMG, which co-authors the Indian Media and Entertainment Industry Report every year with FICCI, says, "English GECs comprise a small market in terms of viewership. However, it is a coveted viewership at that because a lot of the aspirational and premium brands target it as it consists of trend-setters and decision-makers. Most of the larger networks will try and have one or two English GECs so as to maintain relationships with such advertiser brands."
The English GEC will also add to Viacom18's distribution arm, IndiaCast's muscle-power, when it comes to negotiating content deals with distribution platforms such as multi-system operators and DTH players.
It lacked the wider English entertainment spread that some competing networks have had so far. While quite a few of Viacom18's channels carry a Hindi-English mix of programming such as MTV and Nick, it had only two under its only-English category.
STAR India, on the other hand, has a mix of general entertainment, infotainment, niche interest and movie channels in English such as Star World, Star Movies, FX, Fox Crime, National Geographic, Fox Life, besides HD and specialised versions of some these brands such as Star World Premier HD and Nat Geo Wild. The Zee Entertainment Enterprises has Z Cafe and Z Studio.
Industry experts, however, point out that Viacom18 had music-turned-youth channels like MTV, music channels like VH1 and Comedy Central with a male-centric viewership that catered to the upmarket English entertainment viewing demographic.
But the new English GEC would help the network to garner a more general audience in the space, including a better targeting of women.
Viacom18's new English accent | Business Standard News
