Colors fills up platter to attract advertisers

By Sapna Nair , afaqs!, Mumbai | In Media Publishing
Last updated : February 11, 2009
The channel has chalked out all the shows to be launched in 2009

When Viacom 18's GEC (general entertainment channel) offering, Colors, was launched in July last year, it was too late to encash the large pockets of advertisers who lock annual deals with broadcasters. This year, the channel hopes to make up for it by announcing its grand plans for the entire year.

The programming basket will comprise fiction and non-fiction shows and movies. In the fiction segment, the channel will launch three shows - Is Des Na Aana Laado, Mere Ghar Aye Ek Nanhi Pari and a horror show called Koi Aane Ko Hai produced by Balaji Telefilms.


the non-fiction shows, the two new launches will be India's Got Talent, produced by Synergy Adlabs, and Chhote Miyan Bade Miyan by Endemol India. Besides, the next seasons of Fear Factor - Khatron Ke Khiladi and Bigg Boss will also be launched this year.

In another move to consolidate its programming line up and strengthening its afternoon viewing, the channel plans to launch a whole new afternoon slot. As of now, Colors has been airing its prime-time shows in the afternoon, which has given its GRPs a huge impetus.

"Balika Vadhu gets repeated four times in the day. The peculiarity is that it gets considerable viewership for all its airings, the prime-time slot getting the highest, and some of the viewers watch it more than once," claims Ashvini Yardi, programming head, Colors. But now that the viewer base is fairly strong the channel hopes to introduce an afternoon line-up as well, like most other GECs.

The channel will also air premieres of movies, starting with Jaane Tu Ya Jaane Na. Five movies from the Studio18 library - including Ghajini, Golmaal Returns, Sarkar Raj and Kidnap - will be aired. Till now, Colors has indulged in second airing of movies. "We will now be able to monetise the premiere telecast of movies with our robust viewership," informs Rajesh Kamat, chief executive officer, Colors.

These shows will be launched in a phased manner through the year, with Is Des Na Aana Laado being the first fiction show to go on air. Having tasted huge success with Balika Vadhu, which is based on child marriage, this one deals with female infanticide. "Viewers are taking a liking to stories with a social responsibility streak and those which create awareness," observes Yardi.

The channel plans to keep the viewer engaged at all times by giving a sneak peek of the upcoming shows. "We have started with the auditions of Fear Factor. Meanwhile, we will promote the other shows and keep the excitement and buzz intact," Kamat says.

First Published : February 11, 2009

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