Viacom18 to launch Colors Gujarati Cinema on June 1

28 May,2019

By A Correspondent

Viacom18 has announced the launch of Colors Gujarati Cinema, the first 24-hour movies channel in Gujarati. With the tagline of Filmo Matrubhasha Ma, which translates into Movies in your mother-tongue, the channel will launch on June 1, 2019 as a pay channel. It will be a part of the network’s primary distribution ‘value pack’.

Said Sudhanshu Vats, Group CEO & Managing Director, Viacom18: “Four years ago, we consolidated and rebranded our play in regional TV broadcast under the Colors umbrella. Since then not only have we added seven more channels but also entered new markets through our broadcast, digital and films businesses. Over the last two years our regional cluster has grown at a CAGR of 36.5% in viewership and 22% in revenue,” adding: “Gujarat presents a unique opportunity for us as we can leverage our regional GEC Colors Gujarati’s strong 43% market share position and capture a current whitespace in the market – movie broadcast.”

Ravish Kumar, Head - Regional TV Network,and Sudhanshu Vats, Group CEO & Managing Director, Viacom18 at the announcement of COLORS Gujarati Cinema

Ravish Kumar with Sudhanshu Vats

Added Ravish Kumar, Head – Regional TV Network, Viacom18: ‘’Gujarati language has clocked the highest growth rate amongst all language TV viewership with an astounding 36% year-on-year growth. Movies as a TV genre enjoys 25% viewership in Gujarat, a state with an 87-year-old legacy of producing films and plays. With the absence of a premium television channel showcasing Gujarati movies, it was the perfect whitespace for us to capture. Not only does Colors Gujarati Cinema provide for a business case but also allows us to give the people of Gujarat a destination to enjoy movies in their mother-tongue. With Colors Gujarati Cinema, we aim to respond to the regional market’s appetite for high-quality content while retaining its socio-cultural identity through a rich library of 300+ films and plays.”

The network is planning a 360-degree marketing campaign across pre-launch, launch and sustenance phases. The state will see major print and radio campaigns across all major publications and stations. Marketing campaign will be headlined by an industry-first RAP anthem which has been shot with popular Gujarati actor Jimit Trivedi to capture the pulse of the youth. An OOH campaign across 23 major towns of Gujarat and a television campaign across Colors Gujarati and the market’s top non-network channels will see an ad blitzkrieg with 1000 spots aired. In a marketing tie-up that brings unprecedented scale to the launch, Colors Gujarati Cinema will run an in-theatre campaign that will launch with Salman Khan’s upcoming Bharat.

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