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Group : 5Avishek BoseMirza Moiz BaigMukul ChauhanSupriya Singh

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IntroductionIntroduction

Hindi language Indian generalentertainment channel (GEC) based inMumbai

part of the Viacom 18 media Pvt. Ltd.family, which was launched on July21, 2008

Sister channels are MTV, Nick and VH1CEO: Rajesh Kamat

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AchievementsAchievements

Within 10 weeks of launch, Colorsbecame the second most watchedHindi GEC in India

More than 100 advertisersSubsequently, it became the market

leader in GEC segment i.e., the most

watched GEC in India, surpassingStar, Sony, Zee TV and othersHindi GEC market has grown by 37%

after the launch of Colors

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ContCont

HUL got associated with Colors with in ashort span of 2 months

Advertising rates of top rated programsof Colors are comparable to those of Star, Sony and Zee TV

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ContentContent

Reality shows: Khatron ke Khiladi (stunt reality Show, starting Akshay Kumar &13 celebrities) and Bigg Boss

Fiction: Balika VadhuMythology: Jai Shri KrishnaSmart placement

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COLORS ON DEMANDCOLORS ON DEMAND

UTTARAN

BALIKA VADHU

BHAGYAVIDHATTA

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LATEST ON COLORSLATEST ON COLORS

IPL ROCKSTARS

AGNIPAREEKSHA JEEVAN KI-GANGA

AISE KARO NA VIDA

NATIONAL BINGO NIGHT

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StrategyStrategy

It emphasized its tagline Jasbaat Ke Rangwhich promises the shows that will targetthe entire spectrum of viewers

Strong presence in prime time slot.dominatedwith women centric family serialBreakThroughstrategy during channel launch,

Opening with high profile reality showKhatron ke Khiladi .

Effective and innovative promotion mixthrough Sister channels.which onlypromoted Khatron ke Khiladi resultinginto, Akshay Kumar as the indirect brandambassador

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Cont..Cont..

Colors poured money & entered in those areas where theviewership ratings were higher.Colourhas all the threecompnents in its portfolio live up to its branding

with three big shows

a) Jai Shri Krishna catering mythology.b) Balika Vadhu show with a differencec) Fear Factor celebrity (Akshay Kumar) hosted show.Distribution strategy is 99% responsible for the success

of the channel

Reality shows on weekdays to dominate saas- bahu typeserials as Bigboss etc.Effective utilization of PR to generate awareness at very

low cost to promote channel,eg:throughefficient dabba service in Mumbai, concentratedcampaign,bigg bazar stores.

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SWOT AnalysisSWOT Analysis

Strengths-- Shows from all walks of life

- A fresh outlook on everything- New themes and Ideas.Weakness-

-Strong competitors.-A new channel with teething

problems.-Trying to capture an already

enthralled part of audience.

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Cont..Cont..

Opportunities-- A lot of untapped market-A new generation with different taste in TV-Brand Loyalty in Indians.Threats--Failure.

-Immediate acceptance-Difficulty in looking for new grounds.-Copy Cats

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Learning from the caseLearning from the case

Accept that you can be creativeQuestion traditional practices

Expand your problem-solving stylesEmploy creativity techniquesPractice thinking in new ways

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