MUMBAI: Aiming to break the clutter
and target a discerning viewer of
English-language content, Star India
is giving a big boost to its ‘edgy’
English entertainment channel, FX.
The ramp-up plan includes the
premiere of latest seasons of four
acclaimed shows during the weekend
with day-and-date release along with
the US, and the launch of FX HD later
The channel, which comes with the
tagline ‘Edge of entertainment’, now
wants to be edgier going forward, said
Star India business head of English
cluster, Jalsha cluster and Channel
[V] Kevin Vaz.
Vaz said that while the channel
introduced a lot of classics and got
the viewers closer to the category
through shows like ‘The Walking
Dead’, ‘Breaking Bad’, ‘The X-Files’,
‘Prison Break’ and more, in May this
year, two big changes were made.
Firstly, the company changed the
entire packaging of the channel to
make it look edgier, by adapting the
international FX channel packaging.
Secondly, it came up with the idea of
‘First on FX’.
“The earlier notion about the channel
was that FX plays shows that have
already been aired on other channels.
Starting May onwards, we came up
with this bold statement that
everything will be ‘First on FX’.
That’s when we launched 50 new
shows, along with the upcoming
shows, which the audiences will see
for the first time,” Vaz said.
Taking FX to the next level
Vaz believes that the new packaging,
programming and edgier content have
taken the channel a notch higher. Now
the plans are to take it to the next
“We have a great mix of comedy,
political dramas, musicals,
psychological thrillers, romantic
dramas, and science fiction during the
weekdays. To take it to the next
level, starting October, we are coming
up with the day-and-date release of
the latest seasons of four of the most
iconic shows, along with the US,
during the weekends as a part of soon
to be launched ‘FX Torrents’,” Vaz
The slot, ‘FX Torrents’, will air shows
including ‘Homeland’ season 5, ‘Dr.
Who’ season 9, ‘Empire’ season 2 and
‘The Affair’ season 2.
Incidentally, following the success of
back-to-back binge format that the
company experimented with ‘Star
World Binge’, FX also launched ‘FX Top
Rated’ on 29 August, where viewers
can watch shows back to back. These
include shows like ‘Madmen’ (season
7), ‘Louie’ (S5), ‘Last Man on
Earth’ (S1), ‘Homeland’ (S4), ‘Doctor
Who’ (S8) and ‘Wayward Pines’, ‘Sons
of Anarchy’, ‘American Horror Story’
“All the biggest and critically
acclaimed shows with IMDB rating of
over 7 curated and played as a strip
for people to binge-watch during the
weekends,” said Vaz. “So every
weekend, there is a full doze of
entertainment with ‘FX Torrents’ in
the night and ‘FX Top Rated’ during
FX HD launch
Star India is also ready to launch the
high-definition feed of the channel by
the third week of September.
“Within the next three weeks, we will
launch FX HD across all operators.
That’s where we will take FX edge to
the next level as a lot of these shows
are visual delights because of the
effects. So by the third week of
September, we will launch FX HD,” Vaz
TelevisionPost.com had reported
earlier that the company was planning
to launch FX HD by July 2015.
However, the plans got delayed by two
With the promise of 50 new shows
starting May 2015, the channel has
output deals with Fox, Disney and
Sony, and has hand-picked shows from
CBS, BBC and NBC.
Star India is trying to push for more
exclusive deals. “So once we acquire a
show, we also get all the future
seasons of the show,” explained Vaz.
While Star World is for family viewing,
FX is for a group of audience that
specifically wants cult and critically
Said Vaz, “We saw a big and growing
audience that wants cult and critically
acclaimed shows. This audience has
more enhanced taste and is much more
evolved from the regular core English
viewer. They consume shows that are
more evolved and layered, shows
typically airing on American cable. FX
is a dedicated channel catering to this