English Entertainment
Fifth milestone: Comedy Central with 67 mn viewership observes 10 pc FCT growth
MUMBAI: Comedy Central launched in India on 23 January 2012 and has grown to be a famous English entertainment channel and a multi-platform brand offering best ever consumer products and on-ground events such as the Chuckle Festival. The channel has today become one of the most preferred channels for advertisers, across automobiles, e-commerce, FMCG and electronics categories. By providing quality television content from four of the biggest studios- NBCUniversal, Warner Bros, Sony Picture & CBS, Comedy Central enjoys a viewership of over 67 million and claims to be number one on social media platforms in its genre. The channel’s FCT has grew by 10 per cent in the financial year 2017.
Giving a High5 to all its fans on its fifth anniversary, Comedy Central is all set to celebrate in style. With something for everyone, such as a pro-social campaign Comedy Central Spread the Cheer, a unique initiative to spread happiness in places you least expect, exclusive collection of South Park merchandise for die-hard fans and a world preview of the latest season of Suits for its viewers – along with a host of other exciting activities on offer!
“When we launched Comedy Central five years ago, we were entering into completely virgin territory. Seeing how the channel has now grown to become the country’s No. 1 English Entertainment channel and a multi-platform brand is proof that quality entertainment will always be appreciated – and I’m not just talking about the viewers who keep coming back for more but also the advertisers who keep believing in us. Staying true to our commitment this year, we plan to focus on bringing the latest seasons of our popular shows and spreading cheer with our initiatives,” said Viacom18 head youth and English Entertainment cluster Ferzad Palia.
In the second edition of Comedy Central Spread the Cheer, Comedy Central aims to take its signature brand of happiness to the differently-abled, through a special combination of on-air programming and off-air initiatives. In partnership with The Rotary Club, Comedy Central will upgrade the education infrastructure for the visually-impaired in 3 schools – Hellen Keller Institute, Victoria Memorial School for the Blind and NAB Centre. This initiative will empower over 500 visually-impaired youth every year, making them employable under the Government’s quota for the differently-abled.
The channel has partnered with well-known brands like Costa Coffee, Gold’s Gym, Mad Over Donuts, Kidzania and Radio One to roll out special initiatives for the differently-abled across more than 100 outlets and help spread awareness. The channel has also partnered with Give India, enabling the viewers to join the movement and contribute in their own way. As a special gesture, the channel will also be taking 100 differently-abled kids to spend a day at KidZania, Delhi.
Viacom 18 is all set to make Vh1 Supersonic India’s first ever fully accessible music festival through its college-connect program, some reputed educational institutes will also upgrade their infrastructure and conduct workshops. The channel is also exploring ways to showcase the achievements of differently-abled sportsmen and other achievers, through radio and social media, to encourage the community.
Comedy Central fans will also get a chance to attend a Before The World premiere party for the post season-break episode of one of Comedy Central’s most popular shows, Suits season 6, in Mumbai and Delhi at Summerhouse Café and Monkey Bar at Bangalore on 25 January.
On digital media, Comedy Central will host an epic boomerang video contest, where viewers can show off their moves with a 5-step dance, to celebrate the channel’s birthday and win exclusive official merchandise.
All this over and above Comedy Central’s fabulous Birthday programming, including the best episodes of its five most beloved shows – Penn & Teller: Fool Us! In Vegas, Brooklyn Nine-Nine, Citizen Khan, Mom, Whose Line Is It Anyway? from Monday to Friday at 8 pm. On Sundays, treat yourself to a 10-hour marathon of Impractical Jokers and F.R.I.E.N.D.S. (all 10 seasons).
English Entertainment
ZEE5 UK partners Narrative Entertainment to add UK channels
Six FAST channels added as platform sharpens hybrid play in Britain
LONDON: ZEE5 UK struck a first-of-its-kind deal with Narrative Entertainment, bringing mainstream UK television channels onto an Indian streaming platform as it pushes to deepen its footprint in a crowded, mature market.
The partnership adds six of Narrative’s FAST channels to the service, including Great! Movies, Great! Romance, Great! Mystery and kids brands POP, Tiny Pop and POP UP, widening ZEE5 UK’s appeal across genres and age groups.
The move reflects a clear shift in strategy. ZEE5 UK is betting on a hybrid model that blends on-demand content with curated, always-on channels to drive discovery and increase time spent on the platform.
“This partnership represents a meaningful evolution in how we serve audiences in mature markets like the UK, where viewers are defined by habits, convenience and choice rather than geography or language alone,” said Parul Goel, territory head, Europe, Zee Entertainment. “By bringing trusted mainstream UK channels together with our premium originals, movies and kids’ content, we are building a more consumer-centric platform that simplifies viewing while increasing depth and relevance.”
Fateha Begum, commercial director, Narrative Entertainment, said the tie-up would fuel growth for both sides. “Our portfolio of quality programming, with such wide and enduring appeal, is a perfect complement to ZEE5 UK. This is a strong partnership that will support growth for both parties, and we share Zee Entertainment’s vision of an increasingly partnership-led future for the industry.”
ZEE5’s global library spans over 4,000 films and more than 500 originals, with over 130 new titles added annually. The addition of Narrative’s channels strengthens its kids offering and introduces genre-led linear experiences alongside its on-demand catalogue.
The deal also gives Narrative access to ZEE5 UK’s fast-growing user base, extending reach without diluting brand identity, while reinforcing ZEE5 UK’s network of more than 40 live channels.
As streaming wars intensify, ZEE5 UK is widening its playbook, blending content, convenience and partnerships in a bid to win screen time in one of the world’s toughest markets.
