Broadcasting major Viacom18 today announced the merger of Prism TV Private Ltd with itself, thereby integrating all its regional channels.
Post merger, all five channels - Colors Kannada, Colors Marathi, Colors Bangla, Colors Odiya and Colors Gujarati -- would help the group sygergise the regional audiences.
Commenting on the development, Viacom18 Group CEO Sudhanshu Vats said: "This merger allows us to create a single brand that can leverage the individual strengths of the regional channels and harness synergies in terms of content strategy and business processes, helping us amplify long term value for Viacom18".
The regional entertainment broadcast commands 30 per cent viewership in the Indian broadcast space and as consumer preferences are moving towards segmented regional content, this share is only going to grow, he added.
Post merger, Prism TV workforce will become part of Viacom18 and be assimilated seamlessly into its cultural ethos.
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