Viacom 18 Colors Super, its second Kannada GEC

08 Jul,2016

By A Correspondent


Viacom18 announced the launch its second Kannada GEC, Colors Super on Thursday (July 7). The new channel will be launched on July 24.


The content of the new channel will be a mix, spanning from mythology, fantasy and supernatural, to romcoms, reality television and world satellite premieres of movies. The new channel promises to induct a diverse mix of genres in the Kannada general entertainment market.


Sudhanshu Vats, Group CEO, Viacom18, said, “In terms of market size in the Indian television scenario, regional entertainment is next only to Hindi general entertainment, as a category. Within the regional entertainment pie, the Kannada GEC ad market alone stood at an estimated Rs500 crore, financial year 2016. As we cemented our dominance on this market, we realised 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,” about the new channel at the launch.


Speaking about the need for another channel in the Karnataka market, Ravish Kumar, Project Head, Regional Channels (Colors Kannada, Colors Super and Colors Bangla), Viacom18 said, “We had more ideas than more slots. We saw genuinely, from a viewer perspective. If I am a number one channel, I am doing well, my slots are doing well, I will not replace or change shows. There is a certain sort of break on the momentum from within. There is a demand for mythology, supernatural, romcoms etc. which is not being met today. So, our responsibility to our viewer I think is greater than self-serving needs. That is what we are trying to address with the launch of the new channel. We think the market is big enough, it is vibrant and growing enough for us to be able to accommodate content which is seen today.”


Kannada actor 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.


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