‘COLORS’ – A New kid in

General Entertainment
Segment
What happened to Indian women suddenly????
They all Started watching Colors!!!!
What about Star plus????
What about Kyunki… Kahani ghar ghar ki…
And Kasauti Zindagi ki….????
 What about our own….

Tulsi Virani Parvati Agarwal

It seems that they have had enough of…..
……Changing Mihir Virani’s
 Or Its that…..
Yeh kahani hai is ghar ki
Yeh kahani hai us ghar ki
Ab to
Yehi kahani hai Star Plus ke serials ke har ghar ki
(All serials have more or less the same story to say)
Do you know what the
Reality is????
The answer to all these
questions is:
 Introduction
 Colors is a Hindi language Indian general
entertainment channel
 A part of the Viacom 18 family.
 About Viacom and Network 18
 It was launched on July 21, 2008.
 Curtain raised for ‘COLORS’ with a multi-celeb reality
show ‘Khatron ka khiladi’
  Huge popularity just after its launch
 Currently, the channel is featuring a number of
successful shows, such as Balika Vadhu, Na Aana Is
Des Laado, Uttaran.
 Balika Vadhu was ranked in the TOP 5 shows of
Indian television's TRPs charts, within 3 months of its
launch.
 Colors has launched in U.S. on the Dish Network in
February 2010, where it is called Aapka Colors.
 Product Line

Fiction Reality shows Mythology

Khatron ke Jai shri

Balika Vadhu,
Khiladi,
Uttaran,
Big boss, Krishna,
Na aana iss Mahavir
National Bingo
des laado
night hanuman
 Porter’s 5 force model

Low

Low High

High

High
Competitors
 The Scenario Pre-Launch
 11th Entrant
 Market Leader – Star Plus
 New comers NDTV imagine and 9xm failed to make a
mark.
 High Costs involved
 The sector was dominated by the saas-bahu soaps
 Fall in viewership share from 24.2% share in 2004 to
23.2% share in 2008.
 Launching colors
• Cutting the clutter
• Launching with a multi-celeb reality show
• Soaps with a social message
 Key Strategies

• Disruptive Programming

• Broad Differentiation Strategy

• Innovative and fresh content

• Promoting Cohesive Viewing

 Positioning
 Positioned as a GEC ( General Entertainment Channel)
with a difference

 A channel that was not only rich in color but rich in life

 The tagline of the channel is ‘Jasbaat Ke Rang’

signifying the universal appeal of its programmes.

Promoted ‘cohesive viewing’

 Perceptual mapping
High Innovative content

Bindaas Colors

Consumer Consumer
acceptance acceptance
low high
Star plus,NDTV
Imagine,SAB
DD national
tv,Sahara
one,Zee tv,

low Innovative content

 Scheduling Strategies
 Colors divided the scheduling slots based on viewers
 Considered ‘Bharat’ and ‘India’ a separate identity.
-7 pm-9 pm slot which was focused on ‘Bharat’
- 9 pm-10 pm slot was focused both on the rural as well as the
urban segment
- 10 pm-11:30 pm slot focused on the urban parts of India
 Schedule reality shows on the weekend
 Different shows for its afternoon slot
 Sunday morning slot
 Screening of blockbuster movies on weekends.
 Promotional Strategies
Colors left no stone unturned in its Promotion of its various
shows & the channel itself

Launch marketing and promotion budget of Rs 350-450

million.

Promotion plan included a high profile coverage in top 90

cities and towns.

It placed 1300 hoardings and launched road shows across the

country


 Promotional Strategies
65000 ad spots booked on TV while 15 million SMSs sent across all
telecom operators

 3000 taxis in Mumbai and 2000 auto rickshaws in small towns

along with local trains and school buses painted with Colors brand.

The efficient dabba service in Mumbai used to disburse the

channel message

Flavour of the marketing campaign was differentiation and

innovation
 Promotional Strategies
Programme Specific Marketing

Colors tied up with ISKCON for promoting its

mythological show Jai Sri Krishna at all ISKCON temples.

For the show Mohe Rang De, Colors chose Punjab and
Delhi to organize street plays as these plays were the
maximum witness to freedom struggle.
 Promotional Strategies
The channel teamed up with around 2 lakh
dabbawalas, who wore masks with Akshay's face printed
on them, while delivering food.

Foot over bridges were branded with messages such as

'Crossing railway tracks is unwise, for real stunts watch
FearFactor'.

Tied up with coffee outlet chain Barista to launch a Fear

Factor special edition coffee, called F2.
 Promotional Strategies
Colors also partnered with Barista for special Bigg Boss
meals and Big Bazaar outlets for different promotional
offers.

In Mumbai, some announcements adorning the Bigg

Boss voice were made on railway platforms

35 million SMSs sent across operators, announcing the

start of Bigg Boss.
 Journey to No. 1
• High expenditure on marketing and distribution
• Paid high carriage fee
• It broke the monopoly and monotony of family
dramas.
• Launched shows for all kind of viewers grabbing
maximum eye-balls
• Understood the viewers requirements well
• Lured men to watch General Entertainment
channels
Presented by:

Vishal Nihalani
 OPPORTUNITY

for for
A lot of untapped market
OPPORTUNITY
A new generation with different
untapped market

in looking
A lot in
taste of TV

s
A
Brand generation
new Loyalty with different
in Indians

in looking
taste in TV

grounds
Brand Loyalty in Indians

CatsCats
ground

Failure
Difficulty
Failure
Difficulty
newnew
CopyCopy

THREATS
TH REATS
SWOT ANALYSIS
Shows
Late Entry

STRENGTHS

A fresh
NewNew
Shows
teething
Late problems
Entry

STRENGTHS

A fresh
themes
A new channel
teething with
problems

outlook
fromfrom
Strong competitors

themes
A new channel with

outlook
all walks
WEAKNESS
Strong competitors

and Ideas
all walks
WEAKNESS

of life

and Ideas
on everything
of life
on everything
 Will Colors Sustain???
• Colors Launch in U.S. and plans to launch in
other countries
• Earning revenue a big challenge for Colors
• Competitor’s are giving a tough fight by
reacting on every move.
• Is Colors also getting caught up in a theme like
star plus?
• Will their experimentation further work?
• Colors’ success is a cautionary tale for all
media
• Indian media consumers are willing to try out
new products and even embrace them.
There are very few examples in the history of business,
where a new player enters a highly competitive market
and defeats the established players…………
…………..and COLORS just proves this!