Gokul Krishnamurthy
Sep 24, 2012

Colors goes all guns blazing this reality season

CEO Raj Nayak confident of expanding audience base for Big Boss 6 as a wholesome family entertainer in 9 pm slot

Colors goes all guns blazing this reality season

It is that time of the year where the Hindi general entertainment channel, Colors, looks to rake in new viewers with reality shows such as India’s Got Talent and Bigg Boss. While India’s Got Talent aired its first episode on September 22, the Salman Khan-starrer Bigg Boss 6 is set to launch on 7 October.   

Raj Nayak, chief executive officer, Colors, is optimistic that the two shows will provide the much required push in terms of GRPs.

Commenting on his expectations from the two shows, Nayak said, “We expect both Bigg Boss 6 and India’s Got Talent to do much better than previous seasons. We have made an extra effort this time to scale up both the shows, reinvent the programming and to bring in a lot of entertainment. Now, we’re keeping our fingers crossed and are hoping that both will turn out to be blockbuster shows.” 

The attempt is to make Bigg Boss 6 a complete family show. Hence this time around, the show will be aired at 9 pm as against last year’s 11 pm band. 

India’s Got Talent, in its fourth season, will also set a new benchmark in presentation and talent, promises Colors . The four judges this season are: Kirron Kher, Malaika Arora Khan, Karan Johar and Farah Khan.

The tagline for Bigg Boss 6 is ‘different’ in the literal sense: ‘Alag che’, which denotes differentiation, and the fact that the show is in its sixth season.

On what is going to be the biggest driver for the channel going forward, and aspirations of climbing to the top on viewership, Nayak underlined that the channel has been among the leaders since its very inception.

He added, “The channel has been in the leadership position ever since it launched. We may not have been in the number one position, but over weekdays we’ve been a consistent number two. In the last one year, there have been weeks where the rankings have been down, and that’s mainly because of our weekend programming which was weak. In the last three months, we’ve started strengthening our weekend programming; Jhalak Dikhlaaja was the first step in that direction. Now, in our weekend programming, we have a continuous lineup starting from 7.30 pm.”

He pointed to shows like Surkshetra, Jhalak Dikhla Jaa and India’s Got Talent followed by Aamna Samna. And Bigg Boss 6 will replace Jhalak Dikhla Jaa, he added, further bolstering the line up.
The channel is in process of bringing on board sponsors and advertisers for the two big ticket reality shows.

Talking particularly on monetisation of Bigg Boss 6 , Nayak said, “Bigg Boss Season Six is going to be different. It will be completely different from all the previous seasons of the show. We have introduced new elements – with the time, house etc. The whole thought process behind this is that we are converting it in to a wholesome family entertainment show in a very strategic way, without removing the soul of the format.”

By doing so, Colors is hopeful of broad-basing its viewership. Salman Khan popularity across segments should help in doing this too, noted Nayak.

“Salman Khan is very popular with the viewers; he is loved by everyone - from a 7 year old to a 70 year old. He is not just an actor of the masses; he is also an actor of the classes. It will be foolish not to leverage his popularity, which is probably at its all time high. So, we believe that by broad basing our viewer base, we will also broad base our advertiser base, because various brands will be able to now advertise on the show. And thereby hopefully get better return on investment,” surmised Nayak.

Campaign India

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