Exclusive chat with Viacom's Kamat: We'll be No.1

Rajesh Kamat has a clear mandate: to put Colors at a formidable position amongst the top three players in the GE category. Not an easy task given that it is the tenth player in the space. Kamat, however, is sitting smug. Viacom 18, a 50:50 JV between the US-based Viacom and Network 18, already reaches out to millions of viewers through its TV and filmed entertainment offerings via MTV, Nick, VH1 and Studio 18.  With differentiation and disruption driving the 'Colors' launch strategy, Kamat is confident of maxing the GRP game within a year of the channel's launch.