Distribution in Tamil market is a challenge: Head-Regional Entertainment, Viacom18
Ravish Kumar tells us though Colors Tamil had the biggest launch in that market, they may take a few months to improve the distribution set-up there
Viacom18’s second Kannada GEC Colors Super will celebrate its second anniversary with a plethora of new and refreshing content. Starting June 11, Colors Super will introduce six family dramas and two reality shows. With the new content, the channel is confident of becoming a one-stop destination for entertainment across genres. The channel announced its fresh line-up through a specially created promo ‘June Tingalu Super Tingalu’.
Not just the Kannada market, Colors is introducing new content in other regional markets as well. Colors Gujarati will soon have more original programming with the channel working on the first non-fiction for the market. In the Bangla market, Colors Bangla re-launched Kaun Banega Crorepati in Bengali after seven years.
Talking on the content expansion plan, Ravish Kumar, Head – Regional Entertainment, Viacom18, said, “We started the year by expanding into a new market with the launch of Colors Tamil. While it is still early days, we are extremely encouraged with the performance of the channel. In the Kannada market, we are the clear frontrunner in terms of both viewership and revenues. Colors Kannada and Colors Super account for more than 40 per cent of the GEC viewership in Karnataka. With the launch of the new programmes on Colors Super, I am confident about further strengthening our position in the market.”
Speaking about the newest baby in the Colors regional family, Colors Tamil, Kumar shared, “It has been the biggest launch in that market and most channels haven't seen these ratings in years. We opened up at Number 5 position in a highly competitive market. We continue to do very well in Chennai.”
“Our biggest challenge right now is distribution and placement. The moment we correct it and do back of the envelope math, we should double right away. We just have to get our distribution variety at par with Zee or Star. Sun TV is clearly the leader and they own this market.
“It will take next few months to improve the condition. We literally have to go to the head-end and operator level. It's easier for us where the distribution is more concentrated. In distribution, DTH in Tamil Nadu has 20-25 percent share. A lot of it is covered by ARASU, which is state government owned. Also, there are a lot of local operators. So you have to go city by city and operator by operator to make sure that you are placed correctly. It's a tough task,” Kumar shared.
Colors Bangla, which has been steadily climbing the rating charts to reach the third position in the region, will be premiering Ke Hobe Banglar Kotipoti – the Bengali version of the iconic game show Kaun Banega Crorepati.
Kumar mentioned, “The regional entertainment market is extremely dynamic in nature and the viewer appetite for quality content is fast increasing. KBC Bangla, with its superior production value, will be a visual treat while the very format allows Bengalis to turn extraordinary by harnessing their aptitude.”
On the distribution front, he asserted, “In Kolkata, our distribution is at par with other channels in the market. All that we need to do is drive a little more excitement and that is what we are trying to do with KBC.”
Not just the Kannada market, Colors is introducing new content in other regional markets as well. Colors Gujarati will soon have more original programming with the channel working on the first non-fiction for the market. In the Bangla market, Colors Bangla re-launched Kaun Banega Crorepati in Bengali after seven years.
Talking on the content expansion plan, Ravish Kumar, Head – Regional Entertainment, Viacom18, said, “We started the year by expanding into a new market with the launch of Colors Tamil. While it is still early days, we are extremely encouraged with the performance of the channel. In the Kannada market, we are the clear frontrunner in terms of both viewership and revenues. Colors Kannada and Colors Super account for more than 40 per cent of the GEC viewership in Karnataka. With the launch of the new programmes on Colors Super, I am confident about further strengthening our position in the market.”
Speaking about the newest baby in the Colors regional family, Colors Tamil, Kumar shared, “It has been the biggest launch in that market and most channels haven't seen these ratings in years. We opened up at Number 5 position in a highly competitive market. We continue to do very well in Chennai.”
“Our biggest challenge right now is distribution and placement. The moment we correct it and do back of the envelope math, we should double right away. We just have to get our distribution variety at par with Zee or Star. Sun TV is clearly the leader and they own this market.
“It will take next few months to improve the condition. We literally have to go to the head-end and operator level. It's easier for us where the distribution is more concentrated. In distribution, DTH in Tamil Nadu has 20-25 percent share. A lot of it is covered by ARASU, which is state government owned. Also, there are a lot of local operators. So you have to go city by city and operator by operator to make sure that you are placed correctly. It's a tough task,” Kumar shared.
Colors Bangla, which has been steadily climbing the rating charts to reach the third position in the region, will be premiering Ke Hobe Banglar Kotipoti – the Bengali version of the iconic game show Kaun Banega Crorepati.
Kumar mentioned, “The regional entertainment market is extremely dynamic in nature and the viewer appetite for quality content is fast increasing. KBC Bangla, with its superior production value, will be a visual treat while the very format allows Bengalis to turn extraordinary by harnessing their aptitude.”
On the distribution front, he asserted, “In Kolkata, our distribution is at par with other channels in the market. All that we need to do is drive a little more excitement and that is what we are trying to do with KBC.”
