Colors Tamil looks to strengthen its footprint in TN market

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MUMBAI: Having disrupted the Tamil Nadu market with its launch last year, Colors Tamil is planning to strengthen its footprint in the market that has strong players like Sun TV, Zee Tamil, and Star Vijay.

“We plan to strengthen our footprint in the Tamil Nadu market and become one of the top players with content that stands out and initiatives that are talked about,” said Colors Tamil business head Anup Chandrasekharan.

Asked about the one-year journey of the channel, Chandrasekharan said that the launch year of Colors Tamil has been challenging as well as encouraging.

In a challenging market dominated by Sun TV, Colors Tamil has managed to create a viewership base of 100 GRPs. However, the challenge for the channel is to increase its reach.

“We have created a viewership base of 100-120 GRPs purely on the back of fiction content, and a healthy TSV of one and half hours per week. While our growth has been positive, one of the key challenges has been increasing the reach of the channel which we are addressing through strengthening our distribution and reaching out to the viewers through multiple touch points,” he noted.

Talking about the content plan, Chandrasekharan said that Colors Tamil aired seven original fiction shows like Sivagami, Perazhagi, Velunachi, Vandhaal Sridevi, Oviya, Thirumanam, Oru Kadhai Paadatuma, Sir? and four non-fiction shows – Enga Veetu Mapillai, Dance Vs. Dance, Namma Ooru Coloru and Colors Super Kids in FY19.

“We have also showcased the best of content from the Viacom18 library like Mahakali, Shani & the Naagin franchise dubbed in the Tamil language along with a number of on-ground activities,” he added.

Chandrasekharan also feels that the fact that Colors Tamil featured amongst the top 5 Tamil GECs and garnered 100+ GRPs (78 GVM) is an achievement in itself.

“No other network channels (other than Sun Network) has managed this feat and crossed the 100 GRP mark in such a short span. This was also accentuated with approx. 25 hours of original content per week. Our viewership has been steady and ranging between 90 to 130 GRPs. On the revenue front, the results have been promising with a healthy ER,” he stated.

For Colors Tamil, the key advertising categories have been the FMCG sector and the Retail sector, like jewelry and apparel brands.

Broadcasters, said Chandrasekharan, need to scale-up the story-telling and give a cinematic experience of viewing to the audience as the content preference evolves. “We want to catch that trend and be known as the channel that innovates and tells pathbreaking stories.”

The immediate focus for Colors Tamil to grow the reach of its fiction and non-fiction shows. “Currently we are concentrating on putting up a framework which will help us grow our reach for our original fiction and non-fiction content. The focus is to grow our viewer base organically. Once we cross a certain yardstick, we will add more non-fiction hours and events to our content mix,” he informed.


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