Vh1, the English entertainment channel from Viacom18, is set to bring X Factor UK to television viewers in India. The latest season of X Factor will launch on October 6 at 9 pm. From October 13 onwards, Vh1 will air the show within 48 hours of its UK telecast.
The series resumes with the return of "participant-friendly" host Dermot O'Leary. He will be seen presiding over all the drama, tears, joy and heartache, as well as lending the aspirants a much-needed shoulder to cry on as they perform in front of the difficult panel, the channel said.
Announcing the acquisition of X Factor, Ferzad Palia, EVP & Head - English Entertainment, Viacom18 says, "We recently began to air Britain's Got Talent and the show has quickly climbed to become the No.1 unscripted programme in the English entertainment category today. Clearly this is something audiences are excited about and at this point we are thrilled to introduce them to the latest season of UK's biggest music reality show."
To promote the show, Vh1 has come up with a marketing campaign under the umbrella line - It's about to get loud. It has also lined up a robust marketing plan to promote the same covering main ATL and BTL vehicles. For BTL, the campaign involves associating with the best Karaoke joints in Mumbai, Delhi and Bangalore over three weeks, encouraging people to come to these locations & get loud with X Factor & Vh1. There will also be an exclusive 'media night' where various media agencies will be invited to a location to fight it out as the best karaoke team.
The channel has got Garnier Fructis as presenting sponsor, Nescafe as beverage partner and Jabong, Nikon, HP and Mahindra two-wheeler as associate sponsors.
For the record, Vh1 is a part of Viacom 18, a 50-50 joint venture between Viacom and TV 18. Since its inception in January 2005, Vh1 claims to have grown, reaching over 75 million people in India. Globally, Vh1 is available across 148 million households in over 124 countries.