Colors is back with its big ticket show, Bigg Boss Season 6 with actor Salman Khan, who has become synonymous with the show, as its host. The show will be aired daily in the primetime 9PM slot from October 7, 2012. This is the channel’s third reality show to be launched within a month after Sur Kshetra and India’s Got Talent (which goes on-air from September 22).
The tagline for the show is Bigg Boss Season 6 ‘Alag Che’ but what’s different this time around? For one, the show will be aired at 9PM as against 10.30PM last season. This marks a strategic shift for the channel as it hopes to market the controversy ridden show as a wholesome family entertainer with a ‘parivarik punch’ this time around.
The show will be aired daily at 9PM, from Sunday to Monday starting October 7, 2012. The 9PM slot means the channel overhauling its entire primetime programming on weekdays. With its 9PM show, Chhal – Sheh Aur Maat slated to go off-air soon, it is still not clear which is the other show the channel is likely to pull the plug on. On weekends, the channel is heavily banking on reality shows to draw in the numbers as it will now have four reality shows back-to-back, starting with Sur Kshetra at 7:30PM followed by Bigg Boss. Zindagi Ki Haqeeqat Se Aamna Samna gets pushed back to 11PM while India’s Got Talent takes its place at 10PM.
The 9PM slot also pits Bigg Boss directly against Star Plus’ Diya Aur Baati Hum on weekdays and Sony’s Kaun Banega Crorepati on weekends, both big TRP drawers for their respective channels. Colors, on its part, is all set to take on the competition directly.
According to Raj Nayak, CEO, Colors, “If you look at any time slot, there is stiff competition and you cannot run away from that fact. We have full conviction in our show which has been designed keeping the entire family in mind.” And Colors is banking on Salman Khan, whose name spells box-office success, to help them draw in the ratings.
Colors has always been perceived to be a ‘spends heavy’ channel and with Bigg Boss being one of the most expensive properties on television, the tag of being heavy spenders remains. However, Nayak said, “We are efficient spenders and know how to get the best bang for the bucks spent.” To that effect, the channel will be looking to monetise its association with Salman Khan. For starters, the channel is looking at 20 per cent premium on its ad rates. Though the title sponsors have still not been finalised, reports suggest that the price would be in the range of Rs 35-40 crore.
As per TAM data last week, Colors was in the second place behind Star Plus, but the race between the top four channels is such that any channel could be number one. Colors will be hoping that Bigg Boss and Salman Khan will help it reach the top.