Viacom18 has announced the launch of its GEC brand Colors in Tamil Nadu. The channel is expected to be rolled out in the fourth quarter of the year.
Viacom18 has general entertainment channels in Kannada, Marathi, Gujarati, Odia and Bangla so far. This follows Colors Super being launched for Kannada audience in July last year.
Sudhanshu Vats, group CEO, Viacom18, said, “Driving regional aggressively is one of our foremost strategic thrusts. Given that almost 60 per cent of our country speaks in regional languages and this market is under-indexed on television, it is imperative that this segment will continue to grow rapidly in the years ahead. While Colors Super was aimed at deepening our presence in the Kannada genre where Colors Kannada is an undisputed leader, the launch of Colors Tamil is a step towards widening our reach in regional markets by entering the largest regional market in the country. The Tamil content market is highly competitive and well-primed for disruption, making this the opportune time for our entry. We look forward to delighting the Tamil content aficionado with the latest offering from the house of Viacom18.”