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FX, the English general entertainment channel from Star India’s stable, is revamping its content to hit larger number of eyeballs and advertisers.
Besides introducing the HD format, the channel said it is in the process of introducing 50 additional shows across various genres.
“The English GEC viewership is on the rise. Digitisation has helped us and we plan to scale up our offerings. We started three years back with older seasons of cult shows. But, now we will be introducing latest seasons of popular shows,” Kevin Vaz, Business Head, English Cluster, Star India told BusinessLine .
Vaz said shows like Homeland (Season 5), Affair (Season 2), Empire (Season 2) and Doctor Who (Season 9), will be aired immediately after their international telecast. Other shows like Luther and Bosch , and reality comedies Last Comic Standing and Last Man on Earth series will also be aired soon.
Vaz said the company has signed long-term deal for content. “We have over 1400 hours of original content,” he said.
The channel was launched in India as FX Asia (an Asian entertainment TV channel) in 2010. It was owned and produced by Fox International Channels and distributed by STAR TV. The FX (Asia) feed was replaced with FX India last year.
Asked about advertisers’ response to niche channel like FX, Vaz said that media planner and advertisers were showing keen interest. “At least 60-70 per cent of Star World’s advertisers are active on FX. This is a clear indication of FX’s growth,” Vaz noted. He, however, did not divulge any revenue number.
According to industry estimates, the English GEC as a category is showing growth with advertisers also showing significant interest.
A TAM Media Research, there are about 20 English channels available against six in 2007. Unlike analog network, which can handle up to 100 channels, digital network can accommodate over 800 channels.
Asked if the company was also looking at the digital platform, Vaz said currently the company was focusing on increasing its television viewership.
English GECs in India are Zee Café, AXN, Big CBS Prime, Comedy Central and Big CBS Love.
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