Viacom18 ups the ante in Bangla, Kannada markets

MUMBAI: Viacom18 is launching fresh content for its regional entertainment channel Colors Bangla and Colors Super, its second Kannada GEC.

While Colors Kannada and Colors Super together account for over 40% of the market share, Colors Bangla, on the other hand, is a distant third in the Bangla market after Star Jalsha and Zee Bangla.

In order to increase the market share of Colors Bangla, the broadcaster is launching popular non-fiction format Kaun Banega Crorepati in Bengali.

Titled ‘Ke Hobe Banglar Kotipoti’, the show will premiere on 16th July airing every Monday to Friday at 9 pm. The show will be hosted by Bengali Cinema’s stalwart, Prosenjit Chatterjee.

Produced by Big Synergy, KBC Bangla will be based on the theme – a question that will change your life. The show aims to fuel aspirations and change the life of an ordinary person taking the hot seat, whose only armament is the wealth of knowledge.

Interestingly, KBC was first adapted in Bengali in 2011. The show hosted by Sourav Ganguly aired on Mahuaa Bangla.

Colors Bangla has seen a slew of fiction show launches in the recent past. The channel had launched social drama ‘Aloy Bhubon Bhora’ on 14 May. It had launched a sitcom ‘Satyameva Jayati – Shinghi Shasurir Baaghini Bouma’ on 30 April.

Prior to that, it had launched period drama ‘Prothom Protistruti’ based on the novel in the same name by Ashapoorna Debi.

Talking about KBC Bangla, Viacom18 head regional entertainment Ravish Kumar said, “We have come a long way from our ETV Bangla days and we have build strong viewership. Now we have to expand it beyond that. We are seeing a gap in the Bengali market. There is an appetite for non-fiction shows which is not offered in large numbers by current players.”

Colors Super will launch eight new shows comprising six family dramas and two reality shows. The new content line-up is being promoted through a specially created promo ‘June Tingalu Super Tingalu’.

The channel is also bringing back its comedy show ‘Papa Pandu’. The channel is also building its weekend programming with the launch of a new homegrown singing format. All the eight shows will be launched in June followed by Bigg Boss Kannada.

“With the upcoming launch of an entirely new programming slate on Colors Super, I am confident in further expanding our strong position in the market,” Kumar noted.

Viacom18 had recently expanded its regional footprint with the launch of Colors Tamil.

Colors Bangla & Colors Odia Business Head Rahul Chakravarti stated, “With KBC it is not just about making money but it also helps you in transforming your life that is what we are also focusing on. It is not just a quiz show nor is it about making money. There is something about what you do with the prize money and how you use it to transform your life. Prosenjit is a phenomenon across Bengal and I’m sure his enthusiasm will make all Bengali viewers believe in the opportunity to transform their life through this remarkable show.”

Colors Kannada and Colors Super business head Parameshwar Gundkal said, “Colors Super as our second channel in the Kannada GEC became the talk of the town with Bigg Boss Kannada Season 5. With 8 shows slated for a launch, we are set to bolster our platter of content with a wide variety of shows, including some much-awaited comebacks and fresh cutting-edge content. A launch of this magnitude in a month for an existing channel is unheard of.”

The broadcaster is also planning to ramp up its Gujarat GEC Colors Gujarati. The channel will see the launch of its first non-fiction property.

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