Colors Kannada Cinema to debut on 24 Sep with 450 movie titles
MUMBAI: Armed with a library of 450 film titles Viacom18’s Kannada movie channel Colors Kannada Cinema will debut on 24 September 2018. After Rishtey Cineplex, Colors Kannada Cinema will be the second channel in the movie genre.
With its brand philosophy of Mane Maneya Chitramandira (Har Ghar Ka Theatre), Colors Kannada Cinema has been positioned as a family entertainment movie channel. The channel will air a mix of iconic classics, blockbusters, award-winning and latest films across genres like romance, action, comedy, mythology, thriller, and drama.
In a bid to create an immediate impact in the market, the channel will premiere five films, five days a week.
Colors Kannada Cinema will entertain the viewers with titles such as Gultoo and timeless classics like Gandhada Gudi and Sampattige Saval amongst others. Apart from films, the channel will also have a mix of non-film content like behind the scenes, trivia around the film and sneak peek into homes of film stars.
With the launch of Colors Kannada Cinema, the network aims to increase its viewership share in the Kannada market. Between, Colors Kannada and Colors Super, Viacom18 holds 46% viewership share in the Kannada market.
Viacom18 Group CEO Sudhanshu Vats said, “Colors Kannada Cinema is an important addition to our offering and a first in genre expansion in the Regional space. This demonstrates our strategic commitment to deepen and widen our presence as we drive regional growth aggressively. This move would help us to increase our market share, both in terms of viewership and revenue, in the country’s third biggest regional market.”
Vats as said that the launch of Colors Kannada Cinema will complement the company’s portfolio play across our forays into filmed entertainment production and filmed entertainment broadcast.
Kannada is the third biggest regional market in terms of viewership and ad revenue. The Kannada TV ad market is pegged at Rs 600-650 crore with 80:20 ratio of national and local advertisers.
Viacom18 aims to have a portfolio of channels in each regional market. “Regional is our top priority and we want to complete our portfolio in all regions that we are present in. We will also continue to dial-up our library for our Hindi movie slate because this business is a lot about the availability of films,” Vats stated.
Viacom18 head regional entertainment Ravish Kumar said the movie is an important genre which contributes 11% of the total television viewership in Karnataka. He also said that Colors Kannada Cinema is launching at the opportune time with the regional cinema industry witnessing an exponential growth in consumption, across screens.
“While we continue to strengthen our regional bouquet with strategic channel launches in multiple languages, we are also committed to expanding vertically to offer a more segmented and wholesome entertainment to our loyal viewers,” he noted.
Queried about the response from advertisers, Kumar said that the network is in the process of selling the ad inventory for Colors Kannada Cinema. “We would rather like to launch the channel organically and then prove to the advertisers the value that they will get. We are receiving a lot of interest from the advertisers,” he averred.
Despite Colors Kannada Cinema’s launch, Viacom18 will simulcast movies on Colors Kannada and Colors Super. However, the launch of a full-fledged movie channel will allow the GECs to further innovate with their programming.
“Five years ago, there might have been around 50-80 movies produced a year. However, today that number has grown to 500 – 800 titles a year. There is an explosion across the regional market and it is a perfect time to take advantage of that. There is a lot opportunity for broadcasters you have seen several innovations from broadcaster be it double cast or simulcast. Today, we can monetise the movie in a way that we couldn’t have done before,” he added.
The new channel will be promoted through a 360-degree marketing campaign. For the Outdoor campaign, the network is targeting around 40-45 cities which will include marketing campaign through bus backs and auto backs. The marketing will also include other mediums such as radio, television and digital.