Entertainment - India;Star Plus under threat;Colors inching closer

Justin Thomas

On the eve of the launch of Colors, Rajesh Kamat, the CEO of the channel, had claimed that Colors aims to figure among the top three general entertainment channels in the next 12 months.

Less than three months down the line, Kamat admits that he didn't expect the channel to occupy the second spot in the GEC category in such short period. “Though we knew that our product is differentiated, but honestly, we didn't anticipate to soar so quickly,” he says, while speaking to afaqs!.

Soar it did. Recent TAM Media Research (C&S 4+, HSM) shows that Colors has taken a substantial leap, landing on the No. 2 spot in the GEC category. Data for the week ending October 4 shows that Colors bagged 250 gross rating points, which is 28 short of the leader, STAR Plus. Zee TV managed a total of 220 GRPs, while Sony occupied the fourth position with 105. The channel share for the same period is 20 percent for Colors, just two percentage points behind STAR Plus which is at 22 per cent and three percentage points ahead of Zee TV which is 17 per cent.

"Colors has brought a fresh breath of content in Indian television,” says Anita Nayyar, CEO, MPG India. She explains, “Saas Bahu sagas are way beyond their expiry date. It seems that Colors has done some kind of extensive research to come up with refreshing programming and content. The channel has chosen to experiment with different genres.”

For example, Balika Vadhu was not backed with any promotional campaigns when it started off. In spite of this, the serial is a rage today. “We were initially apprehensive of how people will view the serial, since habits are built over a period of time. However, it clicked instantly,” says Kamat, who also informs that their strong network platform has ensured that the visibility is strong.

Nayyar agrees that Colors played a kind of gamble while launching Balika Vadhu. “The gamble has paid off well, because Colors let the viewers sample content for themselves,” she adds. Balika Vadhu has a TVR of 6.77, while Jai Shri Krishna on the same channel stands at 4.19.

Programming strategy is spot on, remarks Gowthaman Ragothaman, leader, Mindshare, South Asia. “With different content being brought on proactively, Colors is ensuring that viewers are always getting refreshing programmes without staleness setting in,” he says.

The channel also repeats programmes on different time bands, ensuring that viewers across the board are able to view them. Repeating content has worked for them, feels Jyoti Bansal, executive director, MPG India, West & South.

Another positive for the channel is that it has a strong distribution and connectivity platform, which ensures that the visibility is always there. “Our marketing strategy has been all about creating buzz,” says Kamat. Since the entertainment category is a cluttered arena, getting noticed is the key and Colors got it right by roping Akshay Kumar for their reality show, Khatron Ke Khiladi.

So, is Colors becoming a serious contender for the top spot? Ragothaman definitely sees it from that angle. “I believe that 250 GRP is a tipping point for Colors to be seen as a serious contender for the top spot,” he says.

To threaten STAR Plus’ numero uno status, however, Colors would have to continue with its reinvention process. Nayyar says, "The only way for Colors to retain its present share in the GEC category or to do better is to innovate constantly. The channel offers something for all age groups and this is one of the biggest reasons for its success."

Kamat informs that his channel is ready with slew of new programs to attract more viewers, while retaining its loyal viewers, which it has managed to win over a very short period of time.

The race in the GEC category is definitely heating up. And if the trend continues, without any substantial impact made by rival channels or lethargy setting in the content of the new player, we might see a new champion in the immediate future.