Mumbai: Buoyed by the growing success of the regional broadcast portfolio, Viacom18 today announced the launch its first homegrown regional channel – Colors Super. The new channel will be launched on 24th July, in the Kannada market, where it already operates the current market leader – Colors Kannada.
Sudhanshu Vats, Group CEO, Viacom18, appeared bullish on the growth of the regional entertainment market as he said, “In terms of market size in the Indian television scenario, regional entertainment is next only to Hindi general entertainment, as a category. This translates into a sizeable ad market, growing at a CAGR of ~15%, similar to the overall TV ad market, over the next few years.” Elaborating further, he stated, “Within the regional entertainment pie, the Kannada GEC ad market alone stood at an estimated ~INR 500 cr, in FY16. As we cemented our dominance on this market, we realized we had a lot more to offer – both in terms of content and brand solution opportunities. Colors Super will expand our offering to both the viewer, by bringing in missing genres into the market, and the advertiser, by increasing the available ad inventory, thereby plugging in existing gaps in the current market.”
Further elaborating on the launch of the first homegrown regional channel of Viacom18, Ravish Kumar, Project Head, Regional Channels (Colors Kannada, Colors Super and Colors Bangla), Viacom18 said, “Colors Kannada is loved by viewers for its innovative content, strong production values and stories that epitomize the rich culture, values and traditions of Kannadigas. With the launch of Colors Super, our aim is to create a superb family viewing experience by offering viewers an exciting mix of stories and genres that are currently absent but much in demand. The two channels Colors Kannada and Colors Super shall complement each other and offer viewers holistic & superlative entertainment.”
With an eclectic mix of content, spanning mythology, fantasy and supernatural, romcoms, reality television and world satellite premieres of movies, Colors Super promises to induct a diverse mix of genres in the Kannada general entertainment market. Kannada heartthrob Yash, who started his career with Colors Kannada, will be leading the marketing campaign for Colors Super. Viacom18 has planned a marketing blitz across 179 major towns of Karnataka, targeting both the urban and rural markets of the state.
With Colors Super, Viacom18 is positioned to further fortify its dominance in the Kannada market. The new offering provides significant opportunity for content innovation and business growth and is set to emerge as a high decibel entertainment destination for the viewers.
