Colors' gameplan to regain 2nd spot

Ravi budhwar

21 Apr 2011
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Colors is shifting three of its primetime shows to create an afternoon band, increasing its evening primetime and stretching Veer Shivaji to weekdays as it plans to regain the second spot with the launch of its big-ticket reality show Bigg Boss.

"With a strong fiction lineup during the week, we bring in Bigg Boss 5 to the 10.30 pm time slot this season. Na Aana Is Des Laado, which currently occupies this slot, will be moved to the 1 pm to build our afternoon band. On weekends, Bigg Boss 5 will air at 10 pm which will include the eviction episode on Saturdays (with Aakhri Farmaan) and some unseen tidbits from the show on Sundays (Undekha Action). This is being done with the aim to build up viewership on weekends and keep everyone tied to their seats with their fingers crossed in anticipation about who will be leaving the Bigg Boss house," says Colors head - programming Ashvini Yardi.

Apart from Laado, the channel is also shifting Hamari Saas Leela and Laagi Tujhse Lagan to build its afternoon slot.

As per latest Tam ratings, Laado clocked an average TVR of 2.8 while Hamari Saas Leela and Laagi Tujhse Lagan recorded 0.9 TVR and 1.6 TVR respectively.

The other changes include pulling the curtains on Mukti Bandhan and shifting Veer Shivaji from weekend band (Friday-Saturday, 8.30 pm) to weekday (Monday-Friday) 8.30 pm band.

"As part of our new scheduling, we have a new show Havan at 7 pm, followed by Sasural Simar Ka and Balika Vadhu, which are getting good ratings. Shivaji is a good and different show, which we think will get even better response on weekdays. Post that, we have shows catering to more urban audiences and finally Bigg Boss," Yardi explains.

On shifting of shows to afternoon band, she adds that it serves two purposes. "We will increase the original programming hours in afternoon; it also will help us get more viewership in the afternoon band," Yardi adds.

The channel is also going to premiere the Salman Khan-starrer Ready in the month.

Meanwhile, the Viacom18 channel is focusing all its energies on Bigg Boss. As the show will see two hosts Salman Khan and Sanjay Dutt for the first time, the channel has big promotion plans.

"We have a high-intensity 2200 GRP TV campaign, where apart from network channels we have extensively promoted the show on cross network channels. We have created 10 promos and a music video of the show. We have an impressive 20 city outdoor plan and in print, on 2 October, 100+ publications in 50+ cities will carry Bigg Boss cover. On radio, Big FM is our partner where they will also have multiple on-ground activities around the show," Colors AVP marketing Rajesh Iyer said.

Bigg Boss 5 will start on 2 October at 8 pm, while subsequent episodes will be aired from Monday to Friday at 10.30 pm and Saturday to Sunday at 10 pm on the channel.

Vodafone is continuing its partnership with the show for the third year in a row as presenting sponsor, while Garnier Men, Sony Cybershot, Tata Motors, HRI (Streax), Havells, Dollar (Baniyan) and Bisleri are seven associate sponsors.
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