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colorstamilViacom18 has forayed into yet another regional language with the launch of Colors Tamil on 19 February 2018. Within 10 days, the network claims to have garnered positive response from the viewers on social media, advertisers and the agencies.

Viacom18 head-regional entertainment Ravish Kumar, in an interaction with Indiantelevision.com, says that among Kannada, Marathi, Gujarati, Bengali and Odia, Kannada GEC market has more than 30 per cent share of the market share.

Viacom18 already has five general entertainment channels in regional languages under the name Colors, Tamil is the another language that the network is betting on with crossed fingers. The region has a strong TV broadcast market, one of the biggest in the country.

Edited excerpts:

How has the response been to Colors Tamil?

While it’s early in the day to comment on the feedback, the response from the viewers on social media, advertisers, agencies and the industry per se has been very positive and encouraging. People are appreciating the strong connect, the fabulous production values, the choice of stories and the manner of storytelling. Viewers have gone overboard, online, advising Arya on his endeavor to choose his soulmate. We are keeping our fingers crossed and hoping for the best.

Are you looking at a phased launch of new shows?

We have launched three and a half hours of weekday programming and two hours of weekend programming and we intend to increase those hours basis viewer reaction.

What has been the advertisers' response post the channel launch?

We have Nippon Paints and India Gate Basmati Rice on Arya’s show (Enga Veetu Mapilla). Nippon Paints has come onboard as channel partners as well. Plenty of advertisers, both national and retail, have shown interest in partnering with us. Currently, we want to optimise the sampling of the channel amongst the viewers and hence are onboarding advertisers in a phased manner. Once we move past the initial launch phase, you will see a lot more ads on the channel.

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