Increasing popularity of Colors Kannada

Posted by Mukti Soman on November 7th, 2019

India enjoys a great cultural diversity across its States and Union Territories. The culture of each State of India is so unique that even the general choices for television programmes differ from one state to another. It is not unknown to anyone that Hindi is the major language of Indian television. Hindi has the largest number of channels aired in India and Hindi general entertainment is the most popular genre in the country. However, if you analyse this properly, you would find that the Hindi general entertainment channels enjoy most of its popularity in the States in which Hindi is spoken by majority of the population. These channels cannot be considered to be very popular in the States of South and East India. People from those regions prefer to watch general entertainment channels in their own language. As a result, a number of regional television channels have been launched by almost all the major media houses of India. In fact, there are a few Indian languages such as Bengali, Marathi and Telugu, in which TV channels launched by the media companies have earned enough loyalty from audience.

When Viacom 18 penetrated the market of Indian television, it noticed that there were a few languages in which the general entertainment genre was not as developed as it should have been. They understood that if channels were introduced in those languages, they would be enjoyed by the local audience in the name of novelty. So, Viacom 18 did not delay and it started diversifying its flagship channel Colors in those languages. One such channel is Colors Kannada which has gained immense popularity in the last few years.

According to analysts, the quickly rising popularity of Colors Kannada is due to the introduction of general entertainment reality shows that are in line with the Hindi general entertainment channels. It helped in making the people interact with the TV channel, thereby strengthening the channels positioning. The quality of these reality shows is so high that you would enjoy the shows in the regional language even if you do not know that language. Big Boss Kannada has become one of the most viewed reality shows all over India.

The specialty of the channels designed by Viacom 18 is that they can develop a connection with their target audience quite quickly. Be it the music channels or the comedy channels, almost all the channels of Viacom 18 are topping the list in their respective genres. So, it is no surprise that the regional general entertainment channels would also rule their respective markets. In Bengali, Marathi and Tamil, the Colors versions have gained the top position despite facing competition from other channels. In languages like Kannada and Gujarati, it was quite obvious that the Colors versions would be treated like the pioneer channels.

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