March 2018


Mukesh Ambani controlled Viacom18 launched Tamil General Entertainment Channel "Colors Tamil" on 19 February 2018. This is the joint venture's first foray in the Tamil market, which is dominated by Sun TV Network. Despite the stranglehold of Sun TV in the Tamil market, Viacom18 feels there is a space for another GEC. They are encouraged by the progress made by Star Vijay & Zee Tamil in an otherwise tough market.

Viacom18 already operates GECs under its flagship COLORS brand in 5 regional languages: Colors Kannada, Marathi, Gujarati, Bengali and Odia apart from Hindi and English.

Colors Tamil Business Head Anup Chandrasekharan said "Idhu Namma Oru Coloru" (The Colors of our land) tagline encapsulates our vision of Colors Tamil. Our study of the existing market suggests that there is a need gap between what the audience wants to watch and the kind of content that is available to them." The channel will offer a range of fiction and non-fiction programs spanning from family drama, reality TV, comedy to fantasy to name a few.


Viacom18 estimates a target audience of over 20 million TV household in the Tamil Nadu. The state is one of the largest TV consuming markets, with an average daily viewing of 3 hours, compared to 2.5 hours for the Hindi speaking market.

With an estimated base of 1,150 advertisers, Tamil Nadu is among the more lucrative broadcast entertainment markets in India.

Viacom18 Group CEO Sudhanshu Vats noted that Tamil Nadu is the biggest regional market for television in terms of viewership and monetisation. pointing out the importance of regional content, he pointed out that 59% of people in the country speak in their mother tongue while 60% of movies made are regional.


At launch, Colors Tamil enjoyed excellent carriage. It was available to an estimated 3.5 million homes in Greater Chennai through SCV, TCCL among others and 11 million homes in the rest of Tamil Nadu through Tamil Nadu Arasu Corporation.

Colors Tamil is also carried on all DTH platforms including Sun Direct, Tata Sky, Airtel, Dish TV & Videocon d2h reaching out to 5.5 million households.


Additionally, the entire content library of Colors Tamil will also be available digitally on Voot, the free OTT platform by Viacom18.


Viacom18 has planned an entire portfolio of channels for the Tamil market. Viacom18 head regional entertainment Ravish Kumar told the press "Down the road having a kids channel and a movie channel makes absolute sense. Kids genre is a huge opportunity in Tamil Nadu. I am not ruling out a second GEC option in Tamil Nadu which is what we did with Kannada."

Kumar also added the company is also evaluates opportunities in the Telugu and Malayalam markets. n