Vicar18 eyes merchandising Colors, VH1 brands

Written by Agencies | New Delhi | Updated: Dec 28 2009, 21:28pm hrs
Buoyed by the success of shows such as Big Boss and Hit Factory, media house Viacom18 is mulling to come out with merchandise products for entertainment channels like Colors and VH1 in India.

Viacom18, a 50:50 joint venture between US-based Viacom and Network18 Group, is also looking to expand its existing MTV merchandise by foraying into footwears in 2010.

Besides MTV, the company owns and operates television channels like Colors, Nickelodeon and VH1 in India.

"We will look at merchandising our other properties like VH1 and Colors and also expand our existing brands. There are definitely opportunities," Viacom18 Vice-President(Consumer Products and Communications) Sandeep Dahiya said.

He, however, did not specify the time frame for coming out with merchandise for Colors and VH1 in India.

Big Boss on Colors has been a hit with the Indian audience and in its third season saw wrestler Dara Singh's son Vindoo Dara Singh walking away with a prize money of Rs 1 crore.

At present, Viacom 18 sells paper products, watches, bedsheets and co-branded sim cards under the brands 'MTV' and 'Roadies' (a reality show on the channel) and soft toys under the Nickelodeon brand.

"We would like to expand into various categories like footwear and head gear, earliest by next year (for the MTV brand). We are present in around eight categories and can add another 15 more," he said.