The Mukesh Ambani majority owned Viacom18 is firing ahead on two regional markets: Kannada and Bangla. Its flanking Kannada GEC Colors Super is all charged up to roll out eight show come 11 June, while Colors Bangla is unveiling a new season of the Who Wants to be a Millionaire format - Ke Hobe Banglar Kotipoti.
The reason: the channel's management is hoping to build up on the momentum the two have been gathering. While Colors Super has grown by 280 per cent in terms of reach and viewership in just the past year, Colors Bangla has seen its viewership double while its reach has gone up from 28 per cent to 40 per cent and its share has leapfrogged to eight per cent. So much so that it ranks third in the regional pecking order after Colors Kannada and Colors Marathi for Viacom18.
"We are the one who understood the Kannada viewers wonderfully and understood what they wanted and we ran out of slots for our ideas. Because our existing shows are doing so good in a way and we have a couple of other plans so we needed another platform to execute them," says Viacom 18 regional entertainment head Ravish Kumar. "The top shows were rating ninth, tenth and eleventh and there is lot of length left in the story, so I had no choice other than launching another channel. You must have seen the same network having several channels of kids, music, GEC but you have not seen a network having two channels of the same genre in the regional space."
The Colors Super offering appears to be a bit of a smorgasbord, spanning genres: socio mytho, family drama, romance, sitcom (which was an ETV Kannada property called Papa Pandu), a legal-based show with CLF for weekdays and two singing reality shows on weekends. These shows will be followed by Bigg Boss Kannada which will launch in September – October. A point to note is that Bigg Boss Kannada, helped polevault Colors Super to the No 2 spot in the non-fiction genre.
A specially created promo 'June Tingalu Super Tingalu' has been hitting the channel for the past few days.
Adds Ravish: "We built up a certain viewership base and we wanted to grow that even further and each one of these shows has helped us to do that. We could have continued with the current line-up. But since we at Colors feel that June is a month of change, we thought of coming up with new shows which I hope people will like more."
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