Viacom18 solidifies regional presence with Colors Kannada Cinema

The movies genre contributes about 11% of the total TV viewership in Karnataka.

MUMBAI: Hot on the heels of its foray into the Tamil market, Viacom18 is all set to launch the third channel in the lucrative Kannada market, Colors Kannada Cinema.

Viacom18 group CEO Sudhanshu Vats said that the network’s top priority is to complete its portfolios in the regions that it already exists. “We will continue to dial up our library in the slate as well because this business is a lot about availability,” he said.

He added that this move would help the network to increase its market share, both in terms of viewership and revenue, in the country’s third biggest regional market.

Furthermore, Viacom18 head- regional entertainment Ravish Kumar said that the only reason to enter the Kannada market is that it is the strongest market and the movies genre contributes about 11 per cent of the total television viewership in Karnataka. “While we continue to strengthen our regional bouquet with strategic channel launches in multiple languages, we are also committed to expanding vertically to offer a more segmented and wholesome entertainment to our loyal viewers,” he added.  

As far as the reach of the regional space is concerned, Vats said that people communicating in the regional languages outside of Hindi is close to 59 per cent. He added, “The growth rates in regional are far in excess. As we measure deeper and measure more of India and what India watches, you will see that the indexation of regional will go up further. You will also continue to see more investments as we go forward and as I have also said when we look at deepening, we look forward at doing in the same geographies.”

After Rishtey Cineplex, Colors Kannada Cinema, a 24-hour movie channel, highlights the network’s expansion within the movies broadcast category while reinforcing the network’s objective of strengthening its regional presence. It reaffirms Viacom18’s leadership position in the Kannada space along with its GECs – Colors Kannada and Colors Super – which currently occupy about 46 per cent viewership share in the market. Equipped with blockbuster movies, the channel will unfold its FPC from 24 September 2018.

Giving further details about the channel, Viacom18 business head- Kannada entertainment cluster Parameshwar Gundkal said, “With a robust library of over 450 films, we have strategically curated our movie line-up to appeal to a wide range of audience.”

Apart from films, the channel will also have an interesting mix of programmes like behind the scenes, trivia around the film and sneak peeks into houses of stars giving all the more reason to our loyal patrons to sit back and enjoy a good film with their family.

While Star, Zee and Sony are all present in the English movies space, Viacom18 is visibly absent. On asked about the network's presence here, Vats said, “We need to play a role which cuts across TV and digital rather than just trying to do something in television particularly in the English space. We are now looking at the content very comprehensively; let it be on TV screen or digital.”

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