Media
Viacom18 dials up its regional play with HD launch of its regional GECs
05 May, 2016

National, May 4, 2016: In a major move to dial up its already strong presence in the regional GEC play, COLORS today announced the launch of its HD feed for three of its regional general entertainment channels – COLORS Kannada, COLORS Marathi and COLORS Bangla. COLORS is already known for its pioneering innovation, quality programming and high production values and launching the first HD Regional GECS in these markets is yet another milestone in its regional expansion plans. That the channels that have now become an intrinsic part of the social and cultural fabric of these regions, is apparent from the strong performance of its channels in these markets. Interestingly, this will be the first time that a regional GEC will add a Hi-Definition channel to its bouquet.

Announcing the launch of the HD channels, Sudhanshu Vats, Group CEO, Viacom18 said, “When we brought the regional GECs under the COLORS umbrella, we committed to raising the bar on regional content. This philosophy saw us attain pole position in the Kannada market, become a strong leader in the Marathi market and build up the connect with our Bengali viewers. Interestingly, during this period, the regional markets have seen tremendous growth in consumer lifestyles. With the HD launch of our regional channels, we are once again raising the bar by provisioning for the premium viewing experience that the markets now crave.”

Ravish Kumar – Project Head, COLORS Kannada, COLORS Bangla and COLORS Odiya said, “We strive to offer varied content to our viewers without compromising on excellence – be it powerful storytelling, high production values, international reality formats, festival programming or movie premieres. Our aim is to delight audiences’ everyday with an entertaining and cohesive television viewing experience and launching HD channels is yet another pioneering step in that direction.”

Anuj Poddar – Project Head, COLORS Marathi and COLORS Gujarati elaborated saying, “COLORS Marathi has consistently innovated and redefined the entertainment landscape for Marathi audiences with its varied bouquet of shows and big scale events, while yet staying true to the roots of its culture. We are yet again playing a pioneering role and upping the ante by being the first to provide viewers with High Definition viewing experience.”

COLORS Kannada HD will be present on leading platforms like Siti cable network ltd, Den networks limited, Hathway cable & datacom Pvt Ltd, Kable First India Pvt Ltd, Indusind Media and Communications ltd, E-infrastructure and entertainment (India) pvt ltd, Bhima riddhi digital systems and V4 media among others that offer HD services in Karnataka. COLORS Marathi HD is being launched on Airtel and Tata Sky initially and will be rolled out on all other platforms, both direct to home and cable, thereafter. COLORS Bangla will be available across all MSOs where DAS has been implemented over platforms such as Cable & DTH.

Providing an enhanced viewing experience and delivering high quality, affordable entertainment that connects viewers to their culture, the all new viewing experience at a regional level will only be available on COLORS Kannada HD, COLORS Marathi HD and COLORS Bangla HD.

-Ends-

ABOUT VIACOM18
Viacom18 Media Pvt. Ltd. is one of India’s fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of Viacom Inc. and the Network18 Group, Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in shop and through cinema.

About COLORS Kannada
COLORS Kannada (erstwhile ETV Kannada) mirrors the cultural heritage of the rich Kannada culture with innovative programming. A family entertainment destination, the channel endeavours to entertain its viewers through distinctive and differentiated content. Some of our flagship shows have been programmes like Lakshmi Baaramma, Bigg Boss, Agnisakshi, Dancing Star, Super Minute, Puttagowri Maduve, Ashwini Nakshatra, Indian, Kulavadhu, and Akka amongst many others. The channel through its quality content and scale continues to engage with viewers across Karnataka and beyond.

About COLORS Marathi
COLORS Marathi is a family entertainment channel that mirrors the cultural ethos and spirit of Maharashtra through a range of unique differentiated content created to redefine the family viewing experience. Pioneers of the Marathi General Entertainment Genre, COLORS Marathi was launched (in its erstwhile avatar as ETV Marathi) on 9th July 2000 and has many firsts to its credit. The channel was the first to experiment with new homegrown non-fiction formats like Gaurav Maharashtracha, Dholkicha Taalavar, Superfast Comedy Express and Crime Diary that has revolutionized the Marathi Television space. On the fiction front too COLORS Marathi has had a glorious run with landmark shows like Char Divas Sasuche that was a raging success. The success continues with its flagship shows like Kamala, Assa Sasar Surekh Baai and Tu Majha Saangati. Moving towards the next echelon of growth, the channel launched shows like the landmark Ganapati Bappa Morya, Kon Hoeel Marathi Crorepati and Zhunj Marathmoli establishing new standards of scale and grandeur in the history of Marathi Television.

About COLORS Bangla
A family entertainment channel that brought about a revolution in Bangla Television, COLORS Bangla (Erstwhile ETV Bangla) matches the distinctiveness of the rich Bangla culture with qualitative and contemporary programming.  The channel mirrors the cultural ethos and the progressive values of the Bengalis’ through innovative and relevant content. Some of our flagship shows have been programmes like Byomkesh Bakshi, Bigg Boss, Great Music Gurukul, Bindaas Dance, Abbulish, Nagaleela, Maa Durga, Sadhok Bamakhyapa, Meera and Gauridaan amongst others.

For Further information please contact:
Ritam Chakrabarty | 9833294111 | ritam.chakrabarty@viacom18.com
Chriselle Bayross | 9820052024 | cbayross@webershandwick.com