With an aim to further strengthen its leadership position in the Kannada market, media firm Viacom18 has launched a new general entertainment channel (GEC) 'Colors Super'.
With an aim to further strengthen its leadership position in the Kannada market, media firm Viacom18 has launched a new general entertainment channel (GEC) ‘Colors Super’.
The broadcaster is already a leader in the Kannada GEC space with ‘Colors Kannada’. The new channel will go on air from July 24.
“Karnataka, in our assessment is our strongest market. We will continue to deepen and widen our presence in the regional entertainment space.
“We feel through our Colors Kannada channel, we are still not being able to satiate viewers’ appetite on different genres,” Viacom18 Group Chief Executive Officer Sudhanshu Vats told reporters.
Colors Kannada has been enjoying the number one slot for the past 62 weeks among Kannada GECs and enjoys a 36 per cent market share in the space.
“We expect the new channel to be in the top four. If you look at the number two, three and four channels (at present), they are at an 18-20 per cent share, so we are expecting to get an 18-20 per cent share for this (Colors Super),” Viacom18 Project Head Regional Channels (Colors Kannada, Colors Super and Colors Bangla) Ravish Kumar said.
Other GECs in the Kannada market include Zee Kannada, Suvarna, Udaya, Kasturi, Kalki and DD Chandana.
According to the company, 68 per cent of TV viewers in Karnataka watch Kannada content. Out of this, 64 per cent watch general entertainment channels.
Colors Super will have four hours of original content in a day. The channel will add genres like supernatural, crime and mythology.
According to a FICCI-KPMG report, regional general entertainment channels account for 29.6 per cent of the total television viewership. In the regional channels space, Kannada has 11.6 per cent viewership share.
According to Vats, within the regional entertainment pie, the Kannada GEC ad market alone stood at around Rs 500 crore in 2015-16.
“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,” he said.