Encouraged by the excellent performance of Colors Kannada in Kannada market, Viacom18 expands its presence in the regional market by launching its second Kannada GEC called Colors Super on July 24. For the uninitiated, Colors Kannada dominated the Kannada GEC market by 36%.
Banking on the growth of the regional entertainment market, Sudhanshu Vats, Group CEO, Viacom18, explains the reason for another channel, “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%, similar to the overall TV ad market, over the next few years. Within the regional entertainment pie, the Kannada GEC ad market alone stood at an estimated Rs 500 cr, in FY16. So Karnataka, in our assessment, is the strongest market. It’s only appropriate that we deepen our presence here because we have still not been able to satiate the viewer on different genres through our Colors Kannada channel as we would like to.”
He adds, “Colors Super will expand our offering, both to 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.”
The channel will have four hours of original programming with content varying from mythology, fantasy and supernatural, romcoms and reality television, targeted at female aged above 15. Ravish Kumar, Project Head, Regional Channels (Colors Kannada, Colors Super and Colors Bangla), Viacom18 who believes there is an advertising and viewer demand for it says, “We believe our content is phenomenal and will drive viewership. Our own channel was limiting us because in primetime we have limited number of slots. This channel will have exciting mix of stories and genres that are currently absent but much in demand. The primetime will start at 6pm and go on to 10.30-11pm. The two channels Colors Kannada and Colors Super shall complement each other."
The network, in the past, had adapted few of their properties like Big Boss and Baalika Vadhu for their regional channel Colors Kannada. Do they plan to continue it for the new channel? “We will look at properties and their adaptability. We will never do dubbing and subtitling. We will look at the story, whether it will work for us and then it will be remade. In many cases the starting point may be the same as Colors but then it will be diverged,” answers Kumar.
He claims this announcement hasn’t been shared with the advertisers yet, a departure from their usual tradition. “We will start doing that next week. We actually want our advertisers to see and experience the channel before they start committing to it.”
Kumar is expecting to break even in nearly three years. He has set a target for the new channel to be in top four. Zee Kannada, Suvarna and Udaya are the other contending channels in this language. “With the kind of content and programming line-up we have, we are confident that Colors Super will be in the top 4. When it comes to market share we are expecting roughly about 18-20% for the same.”
A 360-degree marketing campaign is up on the radar featuring popular Kannada actor Yash. Viacom18 has allocated Rs 5.5-6crore for marketing spends and planned marketing blitz across 179 major towns of Karnataka, targeting both the urban and rural markets of the state.