iacom 18 has announced the launch of its second Kannada television channel Colors Super which is also its first home grown regional channel buoyed by the success and strong growth it witnessed with its first channel Colors Kannada.

The new channel Colors Super will go on air from July 24 and will have four hours of original programming every day.

Ravish Kumar, Project Head, regional channels (Colors Super, Colors Kannada and Colors Bangla) told reporters on Tuesday night that Colors Kannada has been enjoying the number one slot for the past 61 weeks among the Kannada general entertainment channels (GEC). 

The GEC’s constitute 68 percent of the total Kannada viewership and Colors Kannada enjoys 36 percent of that demographic, Kumar said. Explaining their dominance, Kumar says that the four top-rated shows in Kannada - Agnisakshi, Puttagowri Maduve, Lakshmi Baramma, and Akka are all on Colors Kannada.  He said that the channel had also brought international formats to the market, like Bigg Boss (Big Brother) and Dancing Star (Dancing with the Stars). “We’ve adapted them for the Karnataka market and brought them to a scale and grandeur that viewers had not seen,” he said. 

He said the aim of the new channel is to offer viewers an exciting mix of stories and genres that are currently absent but much in demand. He said the two channels will complement each other and offer viewers holistic entertainment. 

Parameshwar Gundkal, business head of Colors Kannada and Colors Super said the new channel will expand its offering to the viewer by bringing in missing genres into the market, and to the advertisers by increasing ad inventory, thereby plugging in existing gaps in the current market. 

He said Kannada heartthrob Yash will be the face of the new channel and the brand ambassador. Yash started his career with ETV Kannada channel (now Colors Kannada) in a daily soap.

Vaishnavi H S, programming head of Colors Super the shows in the new channel will be across genres like rom-coms, mythology, fantasy and supernatural, reality television and satellite premieres of movies among others. 

She said the new programmes that will go on air from July 24 on the new channel are Sarpa Sambandha – a fantasy, Girija Kalyana – mythology, Mangaluru Hudgi Hubballi Hudga – romcom, Champion – reality, Naa Ninna Bidalaare – supernatural and Bangaari – drama and Anuraaga – love story.

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