Colors inches closer to the leaders
February 24, 11
Fatema Rajkotwala
The latest TAM week, Week 8 2011, recorded a significant rise in Gross Rating Points for Hindi general entertainment channel Colors, which grew from 238 GRPs last week to 283 GRPs this week. Apart from Colors, all peer channels have seen a drop in numbers this week, including genre leader Star Plus, which has come in the under-300 GRP mark after a long time.
As Ashvini Yardi, Head - Programming, Colors, puts it, the channel offers "wholesome entertainment to viewers, whether through fiction programmes, reality shows or the latest Bollywood blockbusters". exchange4media takes a closer look at where the numbers come in from this week.
Besides long-time strong running properties such as 'Balika Vadhu', 'Uttaran' and 'Laagi Tuhjse Lagan', that consistently feature in the top 10 shows, Colors has not added too many new fiction properties until recently.
Newly-launched fiction show 'Phulwa' has averaged at a 3.5 plus rating and the other newcomer, 'Mukti Bandhan', has roped in an average of 2 plus TVR. Colors is happy with the numbers. Yardi said, "After a successful season of 'Bigg Boss', our two distinct shows – 'Mukti Bandhan' and 'Phulwa' – have stories that come from two different ends of the spectrum. We are happy that these shows have struck a chord with the audience."
Hindi Feature Films – Stronger than fiction?
Even as the two shows are delivering consistent numbers, they are on similar lines of what was seen in the previous week. What then was the magic potion in Colors' mix this week? "Latest Bollywood blockbusters".
Over the past week, the channel has infused a generous dose of Hindi feature films as a regular part of the weekend programming mix. 'Golmaal 3' was aired in the 8 pm slot on Sunday in Week 8, and the movie pulled in a 5.03 TVR for the channel. It was the third highest rated show for the week. The movie brigade had quite a few titles, but another one that rated enough was 'Once Upon a Time in Mumbai' (1.18 TVR).
But it was Colors' World Cup day movie scheduling that helped the channel. The movie menu on Saturday, February 19, 2011, began promptly at 2 pm with 'Khatta Meetha' and later by 'Ajab Prem Ki Gajab Kahani' at 6.30 pm. After the duration of the match, 'Dabanng' was aired at 10 pm and continues to add ratings as high as 3.51 TVR for the channel, despite the many repeat telecasts.
And the channel has some more movie attractions lined up. Yardi informed, "We would soon be airing Sanjay Leela Bhansali's 'Guzaarish' featuring Hrithik Roshan and Aishwarya Rai, Priyanka Chopra's 'Saat Khoon Maaf, and Akshay Kumar-starrer 'Tees Maar Khan', among others."
However, much like any other Hindi GEC, to have a weekend programming beyond movies and events is Colors dream too. The channel recently branded its Saturdays as 'Shaandaar Shanivaar' with two new properties scheduled to begin by February-end – while one is again a format show, the other is a horror show. Yardi explained, "As a GEC, we are all about wholesome entertainment. We needed to add variety and more genres to our current programming line-up and thus, chose to present a crime reality and a supernatural thriller every Saturday as part of the 'Shaandaar Shanivaar' day branding. This 8-12 pm band will start with our special fiction episodes at 8 pm, followed by 'Chak Dhoom Dhoom Team Challenge' at 9 pm and 'Wanted - High Alert' and Vikram Bhatt's 'Anhoniyon ka Andhera' in the 10 pm and 11 pm slots, respectively. This is part of our programming strategy to make Saturday viewing exciting with assorted entertainment."
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