For broadcasters and content creators, English language entertainment channels are now big business. With the increase in digital network penetration, English content is finding wider audience acceptance, translating into more money for advertisers.
Players in the category are sprucing up their offerings. BBC Worldwide on Tuesday announced its first video-on-demand deal in India with direct-to-home (DTH) provider Tata Sky. Under the deal, subscribers in eight metros get access to BBC’s drama and comedy content via BBC On-Demand, a branded property on the Tata Sky platform.
“In a study commissioned by BBC Worldwide earlier this year, we found that the quality of content, British humour, and a love for original British dramas were the top reasons why people, including Indians, enjoy British TV programmes,” said Myleeta Aga, SVP-GM, BBC Worldwide India, in statement.
Some of the recent entrants in the English space include Viacom 18, which launched two new general entertainment channels, Colors Infinity and Colors Infinity HD.
Wider acceptance
Star TV launched FX with India-specific content. It had earlier launched it as FX Asia but replaced it with FX India as it gained wider acceptance.
Similarly, Turner International India recently appointed Rohit Bhandari as Senior Director and Network Head for its English entertainment portfolio, which includes HBO and WB.
According to TAM Media Research, there are about 20 English channels available in the nation, against six in 2007.
“The market is widening its appeal across viewers who think and speak in English, but haven’t been invited to consume international entertainment yet. Colors Infinity aims to speak to this larger audience, which goes beyond the metros,” said Sudhanshu Vats, Group CEO, Viacom18.
Star TV, which aired the same beam across Asia, now has India-focused programming put together by the channel’s local team. The content team at FX India chooses and telecasts (international) shows that suit the Indian audiences.
Kevin Vaz, Business Head, English channels, Star, said metros account for top viewership. FX India reaches about 2.8 million viewers in a month.
English general entertainment channels in India include Zee Café, AXN, Big CBS Prime, Comedy Central and Big CBS Love.
Industry watchers note that rapid digitisation is also a reason why English entertainment is picking up. Unlike analogue networks which can handle about 100 channels, digital ones can accommodate over 800 channels.
“English entertainment is targeted at a younger demographic. Advertisers are keen to reach the younger demographic and if adding another English channel does the trick then it is welcome. Also from the broadcasters’ perspective, it increases the customer volume,” said Ashesh Jani, Deloitte Haskin and Sells.