Colors Infinity has adopted a unique way of connecting with its viewers. Apart from constantly updating their programming line up with new shows, the channel, through its property Infinity-On-Demand, will provide its audience an opportunity to choose 12 handpicked award winning shows for 12 weeks for marathon viewing, starting from June 11. With this new concept the channel claims to be the first mover in interactive programming in its category.
Sabrina D’Souza, Vice President, Marketing Head of English Entertainment Channels, Viacom18, shares the working of this property, “This is a unique programming and marketing initiative where conventional television will converge with social media interactivity. We will interact with our viewers through our social media platforms, giving them an option to choose their favourite from amongst 3 new shows every week for 12 weeks. Between Saturday and Tuesday, viewers will get to sample the show and vote for the ones they want to watch on www.colorsinfinity.com/iod. Starting 11th June, the shows with maximum number of votes will air back-to-back on Colors Infinity and Colors Infinity HD over the weekend (Sat-Sun), 12 noon onwards.”
The channel has chosen critically acclaimed shows for the initiative, “We will premiere a gamut of renowned shows like ‘Mozart in the Jungle’, ‘Peaky Blinders’, ‘Bates Motel Season 4’ and ‘Legends’ to name a few. Through this initiative, we get a step closer to our audience by giving them complete control to decide what the nation watches on our channel,” offers D’Souza.
When enquired about the ad inventory for this particular initiative, D’Souza mentions that it will continue to be consistent with the channel’s business strategy.
Colors Infinity is pulling out all stops to spread the word around for this initiative. “Our marketing campaign ensures a healthy mix of print, radio, direct engagement and social media - amplified with promos running extensively across the Viacom 18 network. As part of our on-ground initiatives, we have designed a college engagement program where 200 influencers will help leverage the campaign further. All our social media platforms including Facebook, Twitter, Instagram and Snapchat will be activated for the promotions,” adds D’Souza.