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Colors Gujarati sees viewership growth after change in positioning

Thakur

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Viacom18’s Colors Gujarati has changed its positioning from being a light-hearted family entertainment channel to a full-fledged Gujarati GEC with a mix of fiction and non-fiction content.

This change in positioning, which began in April 2015, has brought rich dividends for the channel as it has led to 46% increase in viewership, says Viacom18 EVP and project head, regional channels Colors Marathi and Colors Gujarati, Anuj Poddar. While the channel also runs light-hearted shows, it has increased fiction content in the primetime hours.

Its primetime includes seven shows including light-hearted drama, cookery, food, spiritual and a non-fiction game show.

Its programming stretches from Monday to Saturday, 6.30 to 10 pm.

“We started off as a light-hearted entertainment channel, but we found limited appeal for that.

People liked light-hearted content but they don’t want only that. As GEC audience, they want mix content. Now we have started offering a mix of content for more than six months now,” Poddar told TelevisionPost.com.

“We started the year with 23% share among Gujarati channels. Our share now is 46%, which is almost half of the Gujarati-language market. We are double of the next channel,” he asserted.

The primetime weekday shows on the channel include ‘Flavours of Gujarat’, ‘Food Thi Gujarati’, ‘Suri’, ‘Kumkum Na Pagla Padya’, ‘Shukra Mangal’, ‘Preet Piyu ane Pannaben’ and ‘Daily Bonus’. It also airs ‘Rasoi Show’ in the afternoon time-band.

Read more at: http://www.televisionpost.com/television/colors-gujarati-sees-viewership-growth-after-change-in-positioning/ | TelevisionPost.com
 
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