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As per Broadcast Viewers Analysis Council (BARC) knowledge for city NCCS ABC audiences aged 15-50, the corporate’s Hindi GEC Colours has grown its night prime-time market share from about 20% in week 27 to 27% in week 49.
In the meantime, Colours Kannada has lifted its viewership share from 27% in week 27 to a whopping 37.2% in week 49 to turn into the highest Kannada GEC.
Each Colours and Colours Kannada compete with channels run by Disney Star, Zee Leisure, Sony Footage Networks India and Solar TV Networks.
Kevin Vaz, chief govt of Viacom18’s TV enterprise, stated the corporate’s technique of catering to a complete household by providing a mixture of fiction and non-fiction content material has performed a significant position in rising viewership.
Fiction reveals primarily appeal to feminine audiences, whereas non-fiction reveals like Bigg Boss minimize throughout age and gender.”Income share will develop routinely as viewership share will increase. Nevertheless, there’s a time lag in monetising that viewership progress,” Vaz instructed ET.He stated each Colours and Colours Kannada are onboarding new advertisers at the same time as present advertisers are boosting their spending on the 2 channels inspired by viewership progress.
In keeping with a Pitch Madison report, whole TV and digital video advert spends in India stood at ₹31,000 crore and ₹10,000 crore, respectively, in 2022. Viacom18 recorded a internet revenue of ₹11 crore on income of ₹4,554 crore in FY23.
Having rotated its operations within the Hindi and Kannada markets, Vaz stated the community will sharpen deal with the Marathi and Bengali markets via better investments in producing content material in these markets.
Viacom18 owns and operates Colours Marathi, Colours Bangla, and Colours Bangla Cinema channels in these two markets.
Viacom18, Vaz stated, will begin promoting advert stock throughout TV and digital screens to take advantage of rising content material consumption on each platforms, as each Colours and JioCinema, which is the corporate’s video streaming platform, have large attain.
The corporate bought TV and digital advert stock collectively for its greatest non-fiction present, Bigg Boss 17, and has seen sturdy double-digit advert income progress from the built-in method.
In keeping with Vaz, Viacom18 is the one community within the nation catering to all key viewership segments like male, feminine, youth, and youngsters. Whereas Colours Hindi and regional variants are meant for all the household, MTV, and Nickelodeon are focused at youth and child’s audiences, respectively.
Viacom18, he stated, is engaged on a brand new film slate for its movement image enterprise, Viacom18 Studios, which had three of its releases, Rocky Aur Rani Kii Prem Kahaani, OMG 2, and Mission: Unattainable: Lifeless Reckoning Half One, cross Rs 100 crore in internet field workplace assortment in 2023.
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