Friday 08-July-2016, 09:52
Viacom18 has notified its competitors about its aim to fortify its leadership in the Kannada television market with two general entertainment channels (GECs). On 24 July will appear Colors Super, a new channel dressed up with four hours of original content across genres some of which are absent from elder sister Colors Kannada.
The content spread will include mythology, supernatural, fantasy, romcom, drama, love story, reality and movies on weekends. Colors Super, Viacom18’s 23rd channel, will battle against other Kannada GECs like Zee Kannada, Suvarna (Star India), Udaya (Sun TV Network), Kasturi, Kalki and DD Chandana.
The aim is to be among the top four players and, together with Colors Kannada, have an audience share of 40–45%. Viacom18’s two-channel combine will seek to expand the revenue pie and bite into the market share of the existing channels.
The Kannada GECs mop up Rs 500 crore (Rs 5 billion) of advertising revenue and the market is growing at around 18%. The launch of Colors Super is timed right. Viacom18’s senior Kannada channel is a ruler in that market and enjoys an audience share of 36% in the genre. In fact, Colors Kannada has been the numero uno channel in that market for the last 62 weeks.
Read more at: Viacom18's two-channel strategy to fortify pole position in Kannada GEC market | TelevisionPost.com | TelevisionPost.com