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Buoyed by the growing success of the regional broadcast portfolio, Viacom18 has announced the launch its first home-grown regional channel – Colors Super.
The new channel will be launched on July 24 in the Kannada market, where it already operates Colors Kannada.
Sudhanshu Vats, Group CEO, Viacom18, said, “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 per cent, similar to the overall TV ad market, over the next few years.”
Vats said, “within the regional entertainment pie, the Kannada GEC ad market alone stood at an estimated Rs 500 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 existing gaps in the current market.”
Viacom18 has planned a marketing blitz across 179 towns of Karnataka, targeting both the urban and rural markets of the state.
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