Viacom18 rolls up its sleeves for Tamil market share

MUMBAI: Viacom18 has set for itself the task of taking a big bite out of the Tamil general entertainment channel (GEC) market, a stronghold of long-reigning Sun Network. The network is all set to launch its channel Colors Tamil into a large and important entertainment market of India. 

Scheduled to go on air on 19 February 2018 in Tamil Nadu, the channel will be the conglomerate?s first foray into the state. Viacom18 already operates general entertainment channels in five regional languages, under the brand name Colors Kannada, Marathi, Gujarati, Bengali and Odia.

Despite big players emptying their coffers in the Southern Indian market, the region has been strongly captivated by the Sun Network.

Speaking at the launch, Viacom18 Group CEO Sudhanshu Vats says, ?After spreading our wings across seven languages, India?s flagship general entertainment brand ? Colors is entering the lucrative, fast growing and discerning Tamil entertainment market in line with our stated strategy to drive regional growth aggressively. Our proven ability to break the clutter and disrupt the status quo will help us tell endearing stories to over 20 million TV households in the state and a large global audience in the coming months and years.?

Tamil Nadu is the country?s sixth most populous state as per census 2011 and is among the bigger television content consuming markets, with a per capita daily viewership of 3 hours which is more than that of the Hindi speaking markets which is 2.5 hours. With an estimated base of 1150 advertisers, Tamil Nadu is among the more lucrative broadcast entertainment markets in India. 

In order to cater to the market, Viacom18 head of regional entertainment Ravish Kumar reveals the company?s biggest drive is to deliver new and never before seen content to the Tamil audience. ?We have invested big in conceptualising programs that are inspiring, innovative, experimental and technically sound. With 22 hours of original content at launch, we are more than confident of Colors Tamil becoming a blockbuster hit here,? he says. 

With a robust content strategy developed after thoroughly studying the consumer patterns of the region, Colors Tamil offers several original shows in both the fiction and the non-fiction categories. Foraying into a market with existing predominant players, the channel aims at bringing together a range of shows spanning a diverse variety of entertainment genres catering to all demographics.

Colors Tamil business head Anup Chandrasekharan adds,?Idhu Namma Oru Coloru? the Colors of our land. Our tagline encapsulates our vision of Colors Tamil. It is a platform that aims to entertain, enrich and engage individuals across the length and breadth of the state. Our study of the existing broadcast entertainment market suggests that there is a need gap between what the audience wants to watch and the kind of content that is available to them. Therefore, our focus is on content that is differentiated, thought provoking and socially conscious. Colors Tamil is a promise of optimism, celebration and hope.?

The channel will offer a range of fiction and non-fiction programs spanning from family drama, reality TV, comedy to fantasy to name a few. The four original shows of the channel will set new standards in the industry with its distinct content and sound technology. The network will also remake the famous show Naaagin from the Hindi GEC Colors for the new Colors Tamil. Naagin has been a huge hit property of the network.

At launch, Colors Tamil will be available in all leading cable networks catering to an estimated 3.5 million homes in Greater Chennai through SCV, TCCL among others and 11 million homes in the rest of Tamil Nadu through Tamil Nadu Arasu Corporation. 

Furthermore, the channel will be available on all DTH platforms including Sun Direct, Tata Sky, Airtel, Dish TV & Videocon d2h reaching out to 5.5 million households. Additionally, the entire content library of Colors Tamil will also be available digitally on the network?s OTT platform - Voot.

As part of its fiction lineup, the channel has curated three striking shows that portray strong women protagonists breaking the shackles of the society. Shot in native locations of Tamil Nadu with top-notch equipment, the shows are set to offer a movie-like experience to the viewers. 

Offering a refreshing break from the common soap operas, Velunachi is an inspirational story of young girl who transforms herself into a strong woman carrying her father?s lineage in Silambattam. 

Sivagami show is a transforming tale of courage of a young woman tackling conflicts in society to bring up her daughter as a successful IPS officer. The story is set in rural Tamil Nadu with nativity and rustic aims to create a positive change in mindset among people. 

Another show, Perazhagi, is an uplifting drama that breaks the stereotype around skin colour featuring a small girl who fights against all odds to become a celebrity.

Created as the flagship show of Colors Tamil, the reality show Enge Veetu Maapilai will feature the hunt for the ideal match for brand ambassador & Kollywood superstar Arya. Spanning over 40 episodes, the show will telecast the search for the heartthrob?s perfect match. 

Catering to the young ones, Colors Super Kids is a one of a kind talent show for children, offering them an equal and well-deserved platform to showcase their talents without the concept of competing against each other.


Also Read:

Viacom18 widens regional reach, to launch Colors Tamil in Q4

TV18 to increase Viacom18 stake to 51%

Viacom reports lower revenue for Q1 2018

Latest Reads
Sun TV leads the Tamil market in BARC week 32

Zee Bangla continued to maintain its first position in BARC’s week 32 data. The Bhojpuri market, however, had a new entrant - Oscar Movies Bhojpuri that secured fifth position, whereas in the Kannada segment, Colors Kannada retained its leadership position. Asianet from Star TV continued took the...

Television TV Channels Viewership
Zee Anmol back on top of Hindi channels in across genres

After a short hiatus, Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back at number two rank in Broadcast Audience Research Council of India (BARC) weekly list of the top 10 channels across genres (across genres list) in week 32 of 2018 (Saturday, 4 August 2018...

Television TV Channels Viewership
Star India mobilises disaster relief for Kerala; Star network rallies public support #AllForKerala

As Kerala struggles with the devastation of massive floods, Star India, and its employees have stepped up to donate to and mobilise disaster relief for the flood-ravaged state #AllForKerala

Television TV Channels GECs
BARC week 32: Republic TV regains top position in English News

After losing its top position in week 31 of BARC ratings Arnab Goswami’s Republic TV regained its top position in the English news genre in week 32. Times Now stepped down to second position.

Television TV Channels Viewership
Zee Anmol leads Hindi GEC (U+R) in BARC week 32

Dangal TV emerged as the new entrant in Broadcast Audience Research Council (BARC) data for week 32 of 2018 in the Hindi GEC (U+R) market.

Television TV Channels GECs
HCL Corporation & The Habitats Trust tie-up with Animal Planet to create awareness about the need to save species and their habitats with ‘On the Brink’

HCL Corporation, a global technology conglomerate, & The Habitats Trust, a recently launched foundation working towards protecting habitats and their indigenous species

Television TV Channels English Entertainment
&flix brings the explosive action thriller this Sunday with ‘S.W.A.T.: Under Siege’

It’s triple the trouble and thrice the thrill – this season, your favorite Special Weapons and Tactics team – S.W.A.T. are back with the third installment of the blockbuster series.

Television TV Channels English Entertainment
Sony India bets on Pro Volleyball League

Sony Pictures Networks (SPN) India has signed a multi-year deal with Baseline Ventures and Volleyball Federation of India (VFI), to broadcast the inaugural season of the Pro Volleyball League in February 2019.

Television TV Channels Sports
Romedy NOW launches ‘Happy Hours’ in collaboration with ‘Happy Phirr Bhag Jayegi’

Romedy NOW, India’s favourite English Entertainment channel, introduces a specially curated property ‘Happy Hours’, an exciting line-up of romantic comedies, in collaboration with Happy Phirr Bhag Jayegi.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories