will Viacom-TV 18 venture Colors be able to spread its hue for long?

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The strategy that Colors has deployed is quite similar to what Star Plus did eight years ago. Star Plus created a hot property in the form of Kaun Banega Crorepati (KBC) and weaved other clutter breaking [the K politics serials were very much clutter breaking and refreshing eight years ago ;-)] programmes around it. Similarly, at the time of its launch, Colors promoted Balika Vadhu heavily and built other engaging content around this programme. Anita Nayyar, CEO of media buying agency, Havas Media says, “Colors offers a great package with refreshing content like Balika Vadhu, Mohe Rang De, even Big Boss, which is a completely different take on reality.” From its beginning Colors has focused on experimenting with fresh content (like the Indian version of Fear Factor – Khatron Ka Khiladi with real Khiladi, Akshay Kumar as the host) and it has worked well for them.

So can Colors actually displace the invincible Star Plus from its number one position in coming times? Well, Colors surely promises that. Even Star Plus’ Adhyanthaya agrees, “We are aware of the fact that Colors has launched well and has been growing on a week-to-week basis.” He further iterates that Star Plus has faced such situations earlier too and there have been various contenders to the channel’s leadership from time to time, but it has held strong. “Star Plus has been in this position with Zee last year and successfully managed to come out of it,” he explains to this magazine.

But first Colors needs to sustain its position over a period of time to be in any leadership rank in the GEC segment. Experts feel that the biggest challenge for Colors is to sustain over 200 GRPs for the next few weeks. Once that is done and they become a clear number two, they can be a serious threat to Star. K. Ramesh, VP- Mumbai, Mediadirection – Specialist Media Services Group of R K Swamy BBDO – offers kind words of caution, “Colors has done extremely well in their launch phase compared to other new players in the category and that’s why it becomes even more difficult for them to sustain it over a period of time.” Havas Media’s Nayyar argues, “Neither Zee nor Star Plus is going to keep quiet. They’ll constantly upgrade content. So it’s too early to comment on whether Colors can overtake Star.” And this has already started happening, with Star Plus’ Kahaani... going off air and Kyunki... to soon follow suit. The channel is revamping its programming, with new shows to replace the older drab ones. “We are coming up with content, which will have relevance & potential to change the GEC game further,” adds Adhyanthaya confidently.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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