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Viacom18 rolls up its sleeves for Tamil market share

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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.

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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

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