Viacom18 goes digital-first with launch of COLORS Telugu on VOOT
India’s second-largest advertising led Video on Demand platform VOOT is all set for its Telugu market foray with the launch of COLORS Telugu on VOOT. Leveraging the 80 million-plus Telugu speaking audience opportunity, Colors Telugu on VOOT marks Viacom18’s continued focus on its strategic “digital-first” approach.
The platform’s new language play will introduce the discerning Telugu audiences from AP/ Telangana and rest of India to 1200 + hours of limitless Telugu entertainment. The diverse content line-up will include VOOT Originals, Popular Hindi and regional Viacom18 IPs and a massive library of 150+ Telugu movies for its viewers to begin with. COLORS Telugu on VOOT is set to go live starting 23rd September 2019.
Speaking about VOOT’s regional strategy and Telugu launch, Gourav Rakshit – COO, Viacom18 Digital Ventures said, “Regional has been an important play for VOOT as well as Viacom18 and we continue to identify whitespaces in the category and pursue the regional growth opportunity. We have been seeing significant offtake of network regional consumption on VOOT. The latest success of Bigg Boss Marathi with over 100 Million views establishes the scale of the regional content opportunity.”
He added, “The market propensity of the Telugu market towards digital content as well the significant internet penetration in the 2 states of AP / Telangana make them a high-value opportunity to be harnessed. We are sure that the diverse and expansive content slate curated after substantial audience mapping and market research will help us get love and support from the viewers.”
Speaking about the launch of COLORS Telugu on VOOT, Akash Banerji – Head, AVOD Business, Viacom18 Digital Ventures said “Regional continues to be a key revenue driver for VOOT and with the new COLORS Telugu on VOOT slate we will have added further depth to our very dynamic regional content proposition. Regional has also become the new national and plays a decisive role in the outreach strategy of many brands.
Our presence in the segment hence allows us to serve our existing advertisers better while also tapping into new region-specific advertisers, thereby broad basing our base. We are already seeing a significant response and going forward our innovative brand solutions will help us deliver substantial value to our advertisers and thereby garner their patronage.”
COLORS Telugu on VOOT will go live with blockbuster Telugu movies, a slew of network syndicated shows and the Telugu version of the popular VOOT Original IP “ace2three presents Feet Up with the Stars Telugu Co-Powered by Asian Paints” to start with.
Bidding goodbye to the quintessential celebrity interviews, the chat show that sports a cozy and intimate setting with Tollywood Town celebrities kicking off their heels, putting their feet up and getting comfortable will be hosted by the popular Telugu movie actress and diva Lakshmi Manchu. Her sass and inquisitive questions are sure to get the audience excited to know more about their favorite Telugu stars.
With the latest language edition, Viacom18’s regional content footprint now comprises of Colors Kannada, Colors Super (Kannada), Colors Bangla, Colors Marathi, Colors Odia, Colors Tamil, Colors Gujarati and now COLORS Telugu on VOOT.
Read the full article
