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Colors to look at newformats in 2015 (1 Viewer)

Sajee

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MUMBAI: Colors is looking at new formats
to drive its content line-up in 2015. In
fiction it is soon to launch its magnum opus
‘Chakravartin Ashok Samrat’ and will unveil
a mature love story ‘Swaragini’ in a few
months. The channel is also planning to
introduce a new non-fiction format.

Colors is also launching the sixth season of
its action reality show ‘Khatron Ke Khiladi’
on 7 February. The channel’s CEO Raj Nayak
believes that this season of the show has
the best casting because all the contestants
are very popular. Besides, there has been a
lot of variation in the stunt.

One of Colors’ most expensive fiction show
‘24’ is also set to return with its second
season this year. This is in addition to the
channel’s set calendar of non-fiction
formats ‘Bigg Boss’, ‘Jhalak Dikhla Jaa’ and
‘India’s Got Talent’.

“We broke away from conventional with
‘Aamna-Saamna’, ‘Comedy Nights with
Kapil’, and now ‘Code Red’. We will continue
to do that and we are currently also
developing another show. In fiction too, we
will soon bring a new show ‘Swaragini’,” said
Nayak.

“All three of our format shows—’Jhalak
Dikhla Jaa’, ‘Bigg Boss’ and ‘India’s Got
Talent’—have been successes and we have
been repeating it three years in a row. If a
show doesn’t work well for us, we pull it off
air,” he added.

Nayak mentioned that while the genre has
seen overall growth in terms of viewership,
fragmentation will keep driving ratings down
not in terms of absolute viewership but
GRPs (gross rating points).

“We used to get a TRP of 20 for a show, now
even if you get 5 you think it has done
really well. Now &TV is coming. Some other
channel may come later, so fragmentation is
a reality,” he stated.

Talking about Colors’ growth, he said that
the channel has grown substantially year on
year and is doing very well. It did fluctuate
in ratings a bit in between, but overall it
continued to sustain and remain a strong
No. 2.

He stated, “With all the new experiments,
the intent is to work harder. One of the
disadvantages we have is that we are one
Hindi channel. Others like Star, Sony or Zee
have sports or other channels to flank and
fight; we have only one and still we are
giving them a run for their money and I think
we are doing a good job.

For ‘Chakravartin Ashok’ too, Colors has
invested big monies and the show is stated
to be one of its most expensive fiction
shows. As a first, it will occupy a one-hour
slot at 9 pm, giving the story time to build.
The current plan is to run the show till
September/October.

“If you see any channel or any cycle that
happens in television, there is an eight-year
cycle when the trends come back. It’s not a
research, but it happens. The beauty of
mythological and historical shows is that
you can do it in so many ways and yet there
will be a different way of doing it,” he
stated.

Nayak mentioned, “When we do a show on
Colors, we like to experiment and are willing
to take the risk and face the challenges,
moulding according to what we think is right
at that particular moment.”

This is also dependant on the viewing habits
of the audience, where the channel has
noticed a certain pattern. ‘Sasural Simar Ka’
is performing well at its time slot of 7:30
pm, but if a show like ‘Balika Vadhu’ or
‘Udaan’ is placed at the 7:30 pm slot, it may
not work, Nayak said.

Nayak said that comedy, crime and
paranormal are the three genres that work
well if the storytelling is right and crisp.

There are always challenges in the business
in terms of advertising. Nayak explains that
while revenues and advertisers follow
ratings for fiction shows, in non-fiction
shows it is the other way around. With the
cost dynamics being different, the channel
has to get sponsors on board for a non-
fiction show first because it has high
impact.

Colors to look at new formats in 2015 | TelevisionPost.com
 

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