Viacom18 sharpens focus on regional GECs

With its entry in the Tamil GEC market, the Viacom18 network is now present in six language markets

It may be the youngest entertainment network in the country, but that has not stopped Viacom18 from reaching across markets to capture a larger share of the audience pie. After establishing presence in five Indian language markets, the TV18 and Viacom joint venture which completed 10 years in 2017, has now entered the biggest regional entertainment market—Tamil. 

Using the Colors brand once again, the network hopes to break into the highly populated Rs 16 billion ad-sales market. Currently, the Tamil general entertainment channel (GEC) market has more than 14 players, catering to the sixth most populous state in the country (according