Television

Viacom 18 launches second GEC - Colors Super for Kannada audiences

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/07/08/COLORS%20Super%20LOGO.JPG?itok=J_p7T9Qk

Colors Super logo

MUMBAI: Viacom 18, after ruling the rating charts in the Kannada market for 62 weeks, now is set to launch its second GEC in the same space. Come 24 July 2016 Karnataka will have a new channel, Colors Super offering new programming. The channel will launch with four hours of original programming with mainstream genres per day during weekdays and a movie premiere on Sundays.  Colors Super will be available on all the major DTH players. 

Speaking on the launch of new channel, Viacom 18 group CEO Sudhanshu Vats said, “In terms of market size in the Indian television scenario, regional entertainment is next only to Hindi general entertainment, as a category. This translates into a sizeable ad market, growing at a CAGR of 15 per cent, similar to the overall TV ad market, over the next few years.”

Elaborating further, Vats stated, “Within the regional entertainment pie, the Kannada GEC ad market alone stood at an estimated Rs 500 crore in FY16. As we cemented our dominance on this market, we realized 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.”

public://Sudhanshu Vats and Ravish Kumar at the launch of Colors Super.JPG

Viacom18 has planned a marketing blitz across 179 major towns of Karnataka, targeting both the urban and rural markets of the state. The group is selling the channels separately.  Colors Super has roped in Vizeum as a media planning company from Mumbai. The channel will aggressively use 360 degree to market the channel across platforms including television channels, print, outdoor and digital.  The channel is spending more than Rs 5 crore on an ad campaign.

With the launch of Colors Super, the group's aim is to create a superb family viewing experience by offering viewers an exciting mix of stories and genres that are currently absent but much in demand. The two channels Colors Kannada and Colors Super will complement each other and offer viewers holistic and superlative entertainment. Viacom 18 regional channels (Colors Kannada, Colors Super and Colors Bangla) project head Ravish Kumar explained, “The biggest point is the kind of content we will be airing is different from the shows that there are in the market today. We have many ideas but we were not able to do execute them because of limited number of time slots and were not just able to do them. Hence we realized that there is a very strong demand from the viewers on the content. Therefore the logical step was to launch the new GEC.”

With an eclectic mix of content, spanning mythology, fantasy and supernatural, romcoms, reality television and world satellite premieres of movies, Colors Super promises to induct a diverse mix of genres in the Kannada general entertainment market. Kannada heartthrob Yash, who started his career with Colors Kannada, will be leading the marketing campaign for Colors Super.

In todays’ time, Hindi general entertainment channels are extending their prime time. Talking about the trend in the Kannada market, Kumar explained, “If you look at the Karnataka GEC market in the past people have experimented with the morning programming. Even in Colors Kannada we used to have the original slots in the morning, we used to have original programming in the morning and over a period of time we discovered that the original programming was not working for us. Later when we started the repeats of the original programming they started rating better than the original. So, the buzz for the prime time is from the 6 pm to 10.30 pm. 6pm time slot is still early but the core prime time is from 7pm to 10pm.”

As mentioned above, Colors Kannada ruled the rating charts for 62 weeks - Kumar added on being a competitor of its own channel, he said, “We want to compete with ourselves because that brings out the best in us.”

The new offering provides significant opportunity for content innovation and business growth and is set to emerge as a high decibel entertainment destination for the viewers.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/21/hichki.jpg?itok=YnbGpJnc
Watch Rani Mukerji’s ‘Dadasaheb Phalke Excellence Award’ winning performance in ‘Hichki’ only on Sony MAX

After garnering success at the box office and a heart-warming response from the audience, the Rani Mukerji starrer ‘Hichki’ is all set for its Worldwide Television Premiere only on Sony Pictures Networks’ number 1 Hindi movie channel, Sony MAX on Saturday, 26th March at 9pm. Directed by Siddharth...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/21/raid.jpg?itok=P0Yt38Li
World Television Premiere of Raid on Star Gold

This May, Star Gold to bring the World Television Premiere of Raid. Touted as first Bollywood project to be based on an Income Tax raid, this Ajay Devgn starrer hit will be showcased on 27th May 2018, Sunday at 1 PM on Star Gold.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/21/travelxp.jpg?itok=fZ5WlyF7
Travelxp explores Nagaland this month; Strictly Street, Krazee Foodie return for second seasons

Travelxp, the world’s leading travel channel, continues to excite its viewers with its popular show ‘Xplore Nagaland’ and new seasons of ‘Strictly Street’ and ‘Krazee Foodie’ as it continues to bring an experience of new places, diverse cultures and exotic cuisine straight to viewers’ living rooms...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/21/bbc.jpg?itok=bcNVAmGo
BBC StoryWorks expands into India

BBC StoryWorks, the global content marketing team within BBC Global News Ltd, has expanded into India with staff now based in the country for the first time as part of wider growth across the Asia Pacific region.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/21/firstpost.jpg?itok=eJfp--s7
Firstpost turns 7: a look back at the milestones

MUMBAI: Firstpost.com India’s leading digital news platform known for its path breaking content and remarkable journalism, celebrates 7 years in the industry. The platform was launched in 2011 by Network18 as an exclusive online news and views website and app accessible across platforms and...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/21/star-sports.jpg?itok=CvBZ76Tv
Star to telecast IPL finale on 17 channels, adds Marathi Malayalam feeds

On the evening of 27 May, Star India wants to ensure you see nothing but IPL on your TV screens, no matter where you are or what language you speak. It has roped in Star Pravah and Asianet movies to add two new language feeds for better reach of the IPL 2018 in Marathi and Malayalam respectively.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/21/Sunil_Lulla.jpg?itok=JxBknQjA
Sunil Lulla joins Balaji Telefilms as group CEO

MUMBAI: Indian production company Balaji Telefilms has appointed Sunil Lulla as its new group chief executive officer. His new role will be effective from 25 May 2018. He will replace Sameer Nair who quit the company to join Applause Entertainment.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/19/Women_team.jpg?itok=GlXhW-Eb
Nielsen on changing landscape of global sports

MUMBAI: The global sports industry is undergoing more disruption than ever as a result of ongoing shifts in media consumption, the emergence of new technologies and a rapidly evolving sponsorship market.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/18/itw.jpg?itok=k4WnARII
ITW Consulting appoints Navneet Sharma as president, international strategy, sales & IP development

ITW Consulting, a global sports commerce specialising in crafting and executing multi-faceted brand management solutions across sports, entertainment and media, has appointed Navneet Sharma as president international strategy sales and IP development w.e.f. from May 2018.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories