Viacom18 launches second channel in Kannada market - Colors Super

The channel will hold four hours of programming and will go live from July 24. The network intends to spend over Rs 5 crore to market the channel

BestMediaInfo Bureau | Mumbai | July 8, 2016

Sudhanshu Vats and Ravish Kumar at the launch of Colors Super

After the success of Colors Kannada, Viacom18 is launching its 23rd channel (including HD feeds), Colors Super, on July 24. Being a leader in the Kannada market for a straight 61 weeks (according to BARC-Week 41 '15 to Week 25 '16), the network intends to push its market share from 36 per cent to 40-45 per cent.

Sharing some statistics, Sudhanshu Vats, Group CEO, Viacom18, said that they've either been leaders or at second positions in the youth, kids, and English entertainment genres and the network wanted to strengthen its foothold in a strong market like Karnataka. With about 59 per cent of Indians communicating in regional languages, Viacom18 intends to widen its presence in the regional arena.

On the launch of channel, Ravish Kumar, Project Head, Regional Channels (Colors Kannada, Colors Super and Colors Bangla), Viacom18, said, "There are three reasons why we are launching another Kannada channel. Firstly, there were a lot of constraints of slots on our existing general entertainment channel. Secondly, we wanted to give a mix genre to the existing audience which include under represented genres and a wider spectrum of entertainment. Lastly, to offer an advertising inventory and extend our portfolio benefit to our associates."

Vats adds, "Colors Super will expand our offering to both the viewers, by bringing in missing genres into the market, and to the advertiser, by increasing the available ad inventory, thereby plugging the existing gaps in the current market."

Sharing insights on the general entertainment channels (GEC) market in Karnataka, Kumar said, "The GEC market is roughly estimated to be Rs 600 crore and is growing by 15 per cent every year. The overall Kannada market is about Rs 700-800 crore."

"The intention was to invest in fiction while content will be driven by strong stories," adds Kumar.

Elaborating, Kumar said, "With the launch of Colors Super, our aim is to create a superb family viewing experience by offering 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."

The channel will have a mix of mythology, fantasy and supernatural, romcoms, reality television during the weekdays and world satellite premieres of movies during the weekend slots.

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. The broadcaster intends to be in the top four channels in the coming years.

The channel will spend over Rs 5 crore on marketing with a heavy push on digital. The channel will use television, print, and out-of-home to promote the channel across 179 major towns of Karnataka, targeting both the urban and rural markets of the state.

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