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ETV regional channels under TV18 to adopt Colors brand

MUMBAI: TV18 said Wednesday that the five ETV regional entertainment channels will be rebranded with Colors, its flagship brand.

Part of Prism TV, now a wholly-owned subsidiary of TV18, the five channels are ETV Marathi, ETV Kannada, ETV Bangla, ETV Gujarati, and ETV Oriya.

Sudhanshu-Vats 04According to TV18, the move will expand the footprint of brand Colors to key regional markets. Hence, in a month-long process, the company will start rechristening all the five ETV-branded channels, starting with ETV Marathi changing into Colors Marathi on 22 March, which also is Gudi Padva, or Marathi New Year. The rebranding will go on until 26 April. The other channels will, thus, be named Colors Bangla, Colors Oriya, Colors Kannada and Colors Gujarati. had reported on 21 January that as Viacom Inc, which owns 50 per cent in Viacom18, was in the process of acquiring 50 per cent stake in Prism TV, the channels will be rebranded with Colors.

On the Colors brand going regional, Viacom18 Media group CEO Sudhanshu Vats commented, “Today regional TV channels command the second largest viewership in India. The expansion fuels our growth strategy in building the Colors franchise. The move will help us foray into key regional markets as we nurture and monetise the bouquet across platforms.”

With the rebranding, the channels will also have a new focus. “Colors has become the preferred destination for differentiated storytelling in the Hindi mass entertainment channel space. In consonance with this approach to content, the new regional programming line-ups have been evolved to suit the socio-cultural ethos of the respective regional markets. We will bring alive the rebranding of the regional general entertainment channel cluster through enhanced packaging and an integrated marketing approach.”

While the company has started teaser campaigns starting 3 March on the respective channels, the marketing activity will go on for over two months coinciding with regional festivals that mark new beginnings.

The company has planned marketing and communication campaigns across TV, cinema, cable, on-ground, radio, outdoor, as well as digital platforms, customised to individual regional markets.

Campaigns for each regional brand will leverage the distinct fervour of the corresponding state or region through region-specific events and/or on-ground activations involving popular local influencers.

Viacom Inc is awaiting FIPB clearance to acquire a 50 per cent stake in the five regional general entertainment channels through its subsidiary Nick Asia. The remaining 50 per cent will remain with TV18.

Brand and business strategy expert and CEO of Harish Bijoor Consults Inc Harish Bijoor said, “Colors’ equity will have a rub-off effect on all the channels so it is a beneficial move for them. Colors has gained a big equity with its big format shows like ‘Bigg Boss’ and that is definitely going to help the regional channels as well.”

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