Viacom18 unveils Colors Super for Karnataka | Programming | News | Rapid TV News
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Indian broadcaster Viacom18 will bolster its regional portfolio with the launch of its second channel for the Kannada market, Colors Super, on 24 July.

COLORS Super LOGOThe broadcaster already operates the popular general entertainment channel Colors Kannada. This latest channel, with content curated for Kannadigas families, will supplement the existing entertainment on Colors Kannada.

“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,” said Sudhanshu Vats, Group CEO, Viacom18.

“Within the regional entertainment pie, the Kannada GEC ad market alone stood at an estimated INR500 crore in FY16. As we cemented our dominance on this market, we realised we had a lot more to offer – both in terms of content and brand solution opportunities. Colors Super will expand our offering to both 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.”

Ravish Kumar, project head, regional channels, Viacom18, added: “Colors Kannada is loved by viewers for its innovative content, strong production values and stories that epitomise the rich culture, values and traditions of Kannadigas. With the launch of Colors Super, our aim is to create a superb family viewing experience by offering viewers an exciting mix of stories and genres that are currently absent but much in demand. The two channels Colors Kannada and Colors Super shall complement each other and offer viewers holistic and superlative entertainment.”

Kannada screen idol Yash will lead Colors Super’s marketing campaign, which will cover 179 towns in Karnataka and target both the urban and rural markets of the state.