After its contribution in Music and satirical genre with channels like Comedy Central and VH1, Viacom18 is now all set to launch its English General Entertainment Channel (GEC). The group has already received a license from the MIB for the same and is expected to launch the channel soon.
The English GEC will also add to Viacom18's distribution arm, IndiaCast's muscle-power, when it comes to negotiating content deals with distribution platforms such as multi-system operators and DTH players.
It lacked the wider English entertainment spread that some competing networks have had so far. While quite a few of Viacom18's channels carry a Hindi-English mix of programming such as MTV and Nick, it had only two- Comedy Central and VH1 under its only English category.
Experts are of the view that the new English GEC would help the network to garner a more general audience in the space, including a better targeting of women.