Viacom18’s video-on-demand streaming service Voot is all set to foray into the Telugu market with the launch of Colors Telugu on September 23, 2019.
Viacom18’s presence in other regional languages is in the form of 24x7 television channels which include Colors Kannada, Colors Super (Kannada), Colors Bangla, Colors Marathi, Colors Odia, Colors Tamil, Colors Gujarati.
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.
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 off take 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 further added, “The market propensity of the Telugu market towards digital content as well the significant internet penetration in the two states of AP and 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.”
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.
Commenting on 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 significant response and going forward our innovative brand solutions will help us deliver substantial value to our advertisers and thereby garner their patronage.”