Why is Colors Infinity so popular?

There has been a paradigm shift in the world of Indian television over the last decade. From a handful of names, you have a choice of around 600 satellite channels today. The best thing about modern Indian television is the sheer variety of genres of the channels – ranging from drama, movies and music to news, sports, cartoons, devotional, regional and so much more. Then again, you also find genres within genres; such as sports channels dedicated to specific sports such as cricket, football and lawn tennis.

Among the numerous genres of channels, one genre which has witnessed rapid growth over the years is English entertainment. There was a time when several popular English language programmes were dubbed in Hindi and aired on Hindi entertainment channels at unpopular hours. Today, the audience for English entertainment has matured a lot, particularly urban youth who is quite interested in TV programmes produced abroad especially in the US. The American media houses too have identified the huge potential of market in India and are bringing their channels to Indian television in tie-ups with local media companies.

Recently, drama-based English general entertainment has gained quite a popularity in India. Colors, which is a leading Hindi general entertainment channel has started a sister channel by the name of Colors Infinity to cater to the lovers of English drama. Besides TV shows, the youth of India can now watch movies from across the world as well on different English channels on Indian television.

A classic genre of entertainment which never loses popularity is English music. When MTV started its business in India, it stopped airing English music altogether and embraced Bollywood as the prime genre. To compensate for the same, VH1 was brought to Indian TV screens. It is the go-to spot for Indian youth interested in world music, pop culture and lifestyle news.

Another genre that is actively marketed by American television media companies in Indian market is comedy. English comedy, which is generally based on stand-up sketches and gags, is slowly gaining popularity among Indian viewers. Despite the cultural differences between the Indian and American societies, Indians have started enjoying American sitcoms as well as comedy shows broadcasted on Comedy Central.