Sajee
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Even as Viacom Inc is waiting for the
approval of the Foreign Investment
Promotion Board (FIPB) to pick up 50 per
cent stake in the regional ‘ETV’
entertainment channels, the change is
already on the anvil.
On Sunday 22 March, TV18 Group’s Marathi
entertainment channel shed the old ETV
brand and rebranded as Colors Marathi. Next
month, the Gujarati channel will undergo the
same exercise, so will other three channels.
TelevisionPost.com’s Gaurav Laghate
caught up with Anuj Poddar , business head,
ETV Marathi and ETV Gujarati, to talk about
the growth plans for the two channels.
Edited excerpts…
Q. On Sunday 22 March, ETV Marathi was
converted into Colors Marathi. Will there be
a dramatic change in programming as well?
We changed our brand from Sunday 6.30
pm with MICTA (Marathi International
Cinema and Theatre Awards). I am not
expecting an overnight jump due to
rebranding, but I think the change in brand
name will help us carry on the journey. We
have been working on content for some time
now. We have grown in the genre, even
though Zee Marathi is far ahead and quite a
strong competitor.
Q. What was lacking in the ETV brand that
you think Colors will fill in?
ETV had its legacy value and brand connect.
In recent times, though, its popularity among
the younger generation has waned. Colors,
on the other hand, has a strong connect
with all age groups because as a brand, it is
youthful and vibrant, and boasts a solid
female viewer base. I think the brand will
grow over time with its audience.
Q. Will the shows reflect new ideologies?
The ideology is something we had kicked in
earlier. The brand is a culmination of the
whole change in ideology and we believe
that the channel has significantly improved
over the years. It is not that the brand
comes first and then the content. For us in
this case, content came first and then brand
followed. We believe that the product has
earned credibility and status to deserve that
brand name.
Read More Here
approval of the Foreign Investment
Promotion Board (FIPB) to pick up 50 per
cent stake in the regional ‘ETV’
entertainment channels, the change is
already on the anvil.
On Sunday 22 March, TV18 Group’s Marathi
entertainment channel shed the old ETV
brand and rebranded as Colors Marathi. Next
month, the Gujarati channel will undergo the
same exercise, so will other three channels.
TelevisionPost.com’s Gaurav Laghate
caught up with Anuj Poddar , business head,
ETV Marathi and ETV Gujarati, to talk about
the growth plans for the two channels.
Edited excerpts…
Q. On Sunday 22 March, ETV Marathi was
converted into Colors Marathi. Will there be
a dramatic change in programming as well?
We changed our brand from Sunday 6.30
pm with MICTA (Marathi International
Cinema and Theatre Awards). I am not
expecting an overnight jump due to
rebranding, but I think the change in brand
name will help us carry on the journey. We
have been working on content for some time
now. We have grown in the genre, even
though Zee Marathi is far ahead and quite a
strong competitor.
Q. What was lacking in the ETV brand that
you think Colors will fill in?
ETV had its legacy value and brand connect.
In recent times, though, its popularity among
the younger generation has waned. Colors,
on the other hand, has a strong connect
with all age groups because as a brand, it is
youthful and vibrant, and boasts a solid
female viewer base. I think the brand will
grow over time with its audience.
Q. Will the shows reflect new ideologies?
The ideology is something we had kicked in
earlier. The brand is a culmination of the
whole change in ideology and we believe
that the channel has significantly improved
over the years. It is not that the brand
comes first and then the content. For us in
this case, content came first and then brand
followed. We believe that the product has
earned credibility and status to deserve that
brand name.
Read More Here
