Viacom18’s flagship television is all set to step foot into English general entertainment. On Wednesday, July 1, 2015, Viacome 18 announced that it enter English general entertainment by launching two new channels, Colors Infinity and Colors Infinity HD. The channel will go on air by the end of July. With this, Colors Infinity will compete with other premium English content channels such as Star and Zee.

The channel has roped in two Bollywood stars, Karan Johar and Highway actress Alia Bhatt as co-curators. Alia Bhatt and Karan Johar, who themselves consume a lot of international content, will design a disruptive and addictive line-up of shows to bring a great mixture of insight and entertainment to Colors Infinity.

“Both of them are heavy consumers of English content. Karan has been associated with us for many years. When we decided to do this, he was instantly interested because he watches a lot of this content and has suggested a lot of good shows to us. Since Karan also knows Alia well, who is also a heavy consumer of this content, she also agreed to be a part of it,” said the executive vice-president, Viacom18 and head, English entertainment, Ferzad Palia.

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The channel will telecast shows from some major famous genres such as thriller, crime, fantasy, drama, superheroes, comedy and will also focus on dance, cooking, magic and other kind of reality shows.

Colors Infinity and Colors Infinity HD will be available across DTH & Digital cable platforms. The network has made a multi-year deals with Warner Bros, International Television Distribution, NBS Universal, Sony Pictures Television, Twentieth Century Fox, Lionsgate, MGM, BBC and Endemol Shine among others.

The Group CEO of Viacom18, Sudhanshu Vats believes that even though the market is continuously widening, viewers haven’t yet been invited to use entertainment provided by International industry. “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. English is an extremely important space for us and with this move, we will further strengthen our share in the category,” Sudhanshu Vats said.

Colors Infinity is trying to reach out to Indian audiences that want to stay updated with the shows that are being watched on the US television.