KOLKATA: Viacom18, which recently rebranded the ETV’s five regional channels under the Colors brand name, has now unveiled the new logo of the Bengali entertainment channel - Colors Bangla (erstwhile ETV Bangla).
Post the revamp, Colors Bangla is looking at drawing broader synergies under the Colors brand name in order to expand its footprints in West Bengal.
As part of the revamp, not only did ETV Bangla shed the ETV brand name and take on Colors’ identity, it will also be looking at inducting new programming, going forward.
When queried as to whether the Bengali channel will see Hindi serials from its sister channel Colors in the future, Colors Bangla and Colors Odiya channel head Sujay Kutty said, “While we debate on borrowing content internally, I believe broader synergies will definitely be drawn in order to grow the channel’s footprint.”
The transformation of the identity of the Bangla regional channel ETV Bangla into Colors Bangla coincided with the Bengali New Year. “We had planned a grand gala themed, “Tomar Sapner Rong” on 12 April, where superstar Jeet unveiled the Colors Bangla logo,” he said.
When asked if the Colors brand name will help increase the channel’s viewership, Kutty said, “Colors is an established mass general entertainment brand, synonymous with unparalleled entertainment. The ETV general entertainment channels that have undergone the brand transition have been pioneers in regional entertainment, reflecting the rich cultural heritage of the region, with differentiated and innovative content. The rebranding of the Bangla regional GEC will augment the Colors franchise while also holding higher relevance for Colors Bangla in terms of competition,” he said.
Speaking about branding and marketing activities the channel has undertaken, Kutty said, “To generate awareness amongst the people in Bengal, the marketing and communication initiatives for the launch of Colors Bangla have been designed to extend its interactivity with viewers across various platforms. The rebranding is supported by a 360 degree marketing and communication campaign that includes TV, cable, on-ground, radio, outdoor as well as the digital platform. Various marketing initiatives such as name plate engagement at high populated slums of Kolkata and ROB – a prefabricated tram with the Colors Bangla branding can be seen.”
The channel will also air the world television premiere of popular movies like Chatuskone, Open Tee Bioscope and Buno Haas. “The three week long marketing campaign will run across West Bengal and Kolkata creating buzz around the launch. The Bengali New Year spells new beginnings – and what better than this auspicious occasion to reveal the fresh new identity of Colors Bangla? It is our way of celebrating the festival of the people of West Bengal with them, for them, and of them,” he concluded.
