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MUMBAI: Since its rebranding a year ago, Marathi general entertainment channel (GEC) Colors Marathi has seen significant growth in its market share. The channel currently enjoys 28–35% market share and is now placed at the No. 2 position.
This growth has come on the back of new-age content that helps to connect with the younger generation. The channel has grown in popularity, thanks to properties like Filmfare Awards Marathi, or shows like ‘Mejwaani’, ‘Assa Saasar Surekh Baaii’ and ‘Ganapati Bappa Moraya’.
“We have raised the bar on the broadcast of Marathi content by showcasing contemporary, new-age content that connects with the younger generation. These are the people who are equally happy watching Hindi channels, so for them to come to a Marathi channel, we need to give them a reason. Only a show like ‘Kon Hoeel Marathi Crorepati’ (KHMC), which has superior production values and is contemporary in look and feel, can bring them to you. We have managed to do that in 2–3 years of our journey,” said Colors Marathi project head Anuj Poddar.
Since its first run when the channel used to be ETV Marathi, KHMC has been the biggest property for Colors Marathi, though it took a one-year break due to the rebranding. The channel recently launched the third season of the game show and raised the prize money to Rs 3 crore.
“We consciously took break from the property last year, as we had launched Colors Marathi. Seasons 1 and 2 were aired on the ETV-branded channel, but this year we have brought KHMC back as Colors Marathi is now a brand name to reckon with and has emerged as a strong No. 2 channel. We have launched the new season of the show with a lot of innovations like ‘music therapy’, ‘chat lifeline’, etc.,” Poddar added.
Read More Here
This growth has come on the back of new-age content that helps to connect with the younger generation. The channel has grown in popularity, thanks to properties like Filmfare Awards Marathi, or shows like ‘Mejwaani’, ‘Assa Saasar Surekh Baaii’ and ‘Ganapati Bappa Moraya’.
“We have raised the bar on the broadcast of Marathi content by showcasing contemporary, new-age content that connects with the younger generation. These are the people who are equally happy watching Hindi channels, so for them to come to a Marathi channel, we need to give them a reason. Only a show like ‘Kon Hoeel Marathi Crorepati’ (KHMC), which has superior production values and is contemporary in look and feel, can bring them to you. We have managed to do that in 2–3 years of our journey,” said Colors Marathi project head Anuj Poddar.
Since its first run when the channel used to be ETV Marathi, KHMC has been the biggest property for Colors Marathi, though it took a one-year break due to the rebranding. The channel recently launched the third season of the game show and raised the prize money to Rs 3 crore.
“We consciously took break from the property last year, as we had launched Colors Marathi. Seasons 1 and 2 were aired on the ETV-branded channel, but this year we have brought KHMC back as Colors Marathi is now a brand name to reckon with and has emerged as a strong No. 2 channel. We have launched the new season of the show with a lot of innovations like ‘music therapy’, ‘chat lifeline’, etc.,” Poddar added.
Read More Here
