By A Correspondent

Viacom18 announced the launch of its second movie channel – Colors Kannada Cinema. This is the network’s second offering in the movie broadcast space, after Rishtey Cineplex in 2016. The channel will launch on September 24, 2018.

Speaking on the occasion, Sudhanshu Vats, Group CEO, Viacom18 said:“Colors Kannada Cinema is an important addition to our offering and a first in genre expansion in the Regional space. This demonstrates our strategic commitment to deepen and widen our presence as we drive Regional growth aggressively. This move would help us to increase our market share, both in terms of viewership and revenue, in the country’s third biggest regional market. Finally, as we look to leverage synergies across our brands, COLORS Kannada Cinema complements our portfolio play across our forays into filmed entertainment production and filmed entertainment broadcast.”

Ã…dded Ravish Kumar, Head – Regional Entertainment, Viacom18:“At Viacom18, our strategy has always been to make significant inroads to achieve market leadership, especially with our regional portfolio. Movies contribute about 11% of the total television viewership in Karnataka and ColorsKannada Cinema is launching at the opportune time with the regional cinema industry witnessing an exponential growth in consumption, across screens. While we continue to strengthen our regional bouquet with strategic channel launches in multiple languages, we are also committed to expanding vertically to offer a more segmented and wholesome entertainment to our loyal viewers.”

The launch also reinforces Viacom18’s foray in Karnataka, after the success of the GECs Colors Kannada and Colors Super.

Speaking about the proposed channel, Parameshwar Gundkal, Business Head – Kannada Entertainment Cluster, Viacom18 said:“With a robust library of over 450 films, we have strategically curated our movie line-up to appeal to a wide range of audience. Going by the Brand philosophy – Mane Maneya Chitramandira (Har ghar ka theatre) the family entertainment movie channel will usher a fresh in-home cinematic experience for Kannadigas as it celebrates 84 years of the Sandalwood film industry with iconic classics, blockbusters, award-winning and latest films making it a premiere movie destination.The vast library catering to all, encompasses films across genres like romance, action, comedy, mythology, thriller, drama, etc. Backed with strong programming and promotion strategy, the channel will also air unique content around Kannada cinema like behind the scenes, film reviews, interviews and more, thus creating a stronger appeal for movie buffs.”