We will continue to deepen and widen our presence in regional: Sudhanshu Vats, Viacom18

The network on Monday launched a new regional movie channel, Colors Kannada Cinema

e4m by exchange4media Staff
Published: Sep 11, 2018 8:53 AM  | 2 min read

Regional is the new national, Sudhanshu Vats, Group CEO, Viacom18, had said earlier.  Going by his views, the network on Monday announced the launch of its new regional movie channel Colors Kannada Cinema. The 24-hour movie channel will go on air on September 24.

Coming after Rishtey Cineplex, Colors Kannada Cinema highlights the network’s expansion within the movie broadcast category and strengthens its regional presence. The total adex of the Kannada market is Rs 600-700 crore and the movie segment has a share of 14 per cent.

Speaking about the launch and how regional is driving the growth, Vats explained, “Regional is the new national. And with a strong preference for cultural shows in India, the language genre will continue to be very strong. We will continue to deepen and widen our presence in regional. We will continue to expand in new languages and geographies and also in the markets where we already have a presence.”

He elaborated, “Regional is now unquestionably growing, considerably faster than national. My own sense is that this momentum will continue. As we measure deeper, you will see that indexation of regional will go up further. Close to 59 per cent people communicate in regional languages. The share of viewership is still 50 per cent and there is a considerable amount of tailwind.”

“Also, these languages, particularly down South, are of areas that have high income indexation. So there is every reason that viewership will continue to grow and also the monetization of that viewership will continue to grow. Therefore, the yields should improve because a lot of eyeballs are sitting in relatively better off and well-off India. Income indexation of these markets are also higher. We will continue to do investment as we go forward.”

A recent report launched by KPMG-- The Media Ecosystem: The Walls falls down-- also mentioned that regional languages will drive the growth.

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