Colors TV Channel

Colors
 Agenda
PRODUCT/SERVICE

PROMOTION/PERFORMANCE

PRICE

PLACE
The Marketing MIX
Colors CEO Rajesh Kamat
 Introduction
• Colors Channel is owned by Viacom 18, , joint
venture operation in India between Viacom Inc.
and Network18 Group.
• Viacom 18 Media Pvt. Ltd also has channels like
MTV India and Nickelodeon (TV Channel for kids).
• Colors is the first entertainment channel of
Viacom 18.
• The strong point of Colors Channel is its strong
promotion and marketing strategy
• Launched on July 21, 2008.
KHATRON KE KHILADI
BALIKA VADHU
UTHRAN
CHHOTE MIYAN
MAHAVIR HANUMAN
BIGG BOSS 3
SHRI KRISHNA
 Product Mix
• Dramas
• * Bairi Piya
* Balika Vadhu
* Bhagyavidhaata
* Maat Pitaah Ke Charnon Mein Swarg
* Na Aana Iss Des Laado
* Uttaran

• Mythology
* Kahaniya Vikram Aur Betaal Ki
* Mahavir Hanuman
* Sarvopari Shri Swaminarayan Bhagwaan
* Jai Shri Krishna
 Product Mix
• Horror
• * Koi Aane Ko Hai
* Kahaniya Vikram Aur Betaal Ki

• Reality
• * Fear Factor – Khatron Ke Khiladi Level 2
* Mallika-E-Kitchen
* 100% De Dhana Dhan
* Bigg Boss 3
* Fear Factor – Khatron Ke Khiladi
* Sajid’s Superstars
* Chhote Miyan
* India’s Got Talent
 Agenda
PRODUCT/SERVICE

PROMOTION/PERFORMANCE

PRICE

PLACE
 Promotional Strategies
• Novel marketing strategies to become channel leader.
• It is undertaking innovative promotions targeting Hindi speaking
audience in 90 Indian cities.
• To begin with, it has used all media such as TV, radio, print,
websites, mobiles, movie theaters and outdoor for promoting the
channel.
• It has placed 1300 hoardings and launched road shows across the
country.
• For a more concentrated campaign, 3000 taxis in Mumbai and 2000
auto rickshaws in small towns along with local trains and school
buses have been painted with Colors brand.
• Even the efficient dabba service in Mumbai is used to disburse the
channel message.
 Promotional Strategies
• Along with this 65000 ad spots are booked on TV while 15 million
SMS have been send across all telecom operators.
• Coming to specific corporate marketing activities, at Big Bazaar
stores, helpers and counter-guys are wearing Colors T-shirts and
giving out information about the channel. In McDonald’s, the
Colors brand is present on the menu while Fear Factor Khataron
Ke Khiladi merchandise is available at Pantaloons and
McDonalds.
• For program specific advertising, Colors has tied up with ISKCON
for promoting its mythological show Jai Sri Krishna at all ISKCON
temples. Also, 1000 temples across Hindi speaking states are
being used to promote the show by putting banners on banner
stalls and giving Krishna merchandise, literature and calendars.
 Promotional Strategies
• For the show Mohe Rang De, Colors has chosen
Punjab and Delhi to organise street plays as these
plays were the maximum witness to freedom
struggle.
• The credit of the success of Colors could easily be
given to its promotional campaign and balance of
programming mix. Also, the channel is owned by
Viacom and TV18, probably among the best
production houses in US and India respectively and
are known for their innovative and quality offerings.
MARKET SHARE/PERFORMANCE
MARKET SHARE
 Market Share/Performance
• For the past few months, Star Plus, Zee and Colors have been
playing musical chairs with the top three slots in GEC ratings,
with market shares of all three channels mostly falling in the
18-22% range.
• According to data from TAM Media Research, for the week
ended 24 September, Colors clocked 356 gross rating points
(GRPs) with a 27% marketshare, while Zee had 271 GRPs with
a 20% marketshare and Star Plus, formerly an unshaken
leader of the genre, had 229 GRPs with a 17% market share.
• While both Colors and Zee had higher ratings compared with
the previous week, Star Plus registered a drop in ratings.
• In the top 50 highest rated episodes, Colors
dominated with 14 shows in the top 15 slots. All 14
are episodes of the channel’s hit soaps such as
Uttaran, Balika Vadhu and Na Aana Is Des Laado.
Only two episodes of Colors’ much talked about
reality show, Bigg Boss, clocked enough ratings to
figure towards the end in the top 50.
• The channel records gross rating point (GRP) of 325,
almost 50 and 70 points ahead of rivals STAR Plus
and Zee TV, respectively.
 Agenda
PRODUCT/SERVICE

PROMOTION/PERFORMANCE

PRICE

PLACE/FUTURE PLANS
 PLACE
• Colors Channel is now ruling the time slot between 8 and 1pm
with programs like:
1) Balika Vadhu an interesting soap,
2) A mythological show called Shri Krishna which has easily
overpowered Starplus' much-hyped Kahanii Hamaare
Mahabharat Ki,
3) A drama called Mohe Rang De,
4) The 10-11 super entertainment show in the form of Big Boss
Season 2.
• Sajid Khan's chat show is also promoted well.
• What is interesting is the grip that Colors Channel has taken
between the 10 pm and 11 pm slot. With Colors Channel seizing
TRPs out of the blue, it is really showing its true colors "JAZBAAT
KE RANG"
 Future Plans
• Currently, Colors has launched in the Middle
East.
• Colors will launch in the United Kingdom and
Ireland on Sky Digital in early 2010 and also on
the American Dish Network where it will be
called Aapka Colors (Respectfully your Colors).
• On 9 December 2009, INX Media confirmed
that Colors had bought 9XM's Sky Digital EPG
slot on channel 829.
Any Questions…………………