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…………………