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Colors out to tap afternoon band with ‘Sanjhi Dopahar’; media planners call it a positive move

03-February-2010
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Colors out to tap afternoon band with ‘Sanjhi Dopahar’; media planners call it a positive move

After capturing a major chunk of the evening viewership, Colors has now turned its attention to the afternoon time band. The channel is all set to inaugurate its afternoon time band, labeled ‘Sanjhi Dopahar’, and has started promos for two of its shows – ‘Agnipareeksha, Jeevan Ki Ganga’ and ‘Aise Na Karo Vida’.

While the channel was not ready to share more details on the time band or the shows, speculation is rife that Colors will launch the afternoon band in February.

As of now, Star Plus is the only general entertainment channel (GEC) that has an original line-up of programming in the afternoon time band. Color’s entry is sure to heat things up. And with the IPL starting in March, the number of viewers between the GECs will be divided further.

Meanwhile, media planners see Colors’ entry in the afternoon time band as a positive move for the channel at least.

Nikhil Rangnekar, Executive Director, India West, Starcom Worldwide felt that it was worth taking the risk for Colors and starting a new time band. Imran Karim, National Buying Head, TME, also felt that the introduction of an afternoon time band would add more viewers for Colors.

Karim pointed out that the original programming for Star Plus used to deliver 4+ rating in female TG and even today, programmes like ‘Hamari Devrani’ and ‘Raja Ki Ayegi Barat’ delivered 2 + rating in female TG.

The afternoon repeats of primetime shows manage to draw a considerable amount of audience to Colors. When asked whether the channel risked losing out those viewers with the introduction of new shows, Kunal Jamuar, GM, Madison Media, replied, “Last year, the top five shows out of the top 10 were shows from Star Plus’ afternoon band. So that way, it is a right decision from Colors. Colors will also lose some amount of audience to IPL, so this is a good way to counter balance by trying to add more viewers.”

Rangnekar said, “Although I don’t know the exact ratings, the afternoon programmes would be getting around 20 per cent of the prime time viewership.”

He also felt that with the launch of an afternoon time band, Colors could get the current viewers of the repeat programmes on other GECs to watch original content in the afternoon on the channel. Colors could also increase prime time viewership by cutting down the options for viewers to watch repeats.

Considering that housewives are the core viewers of this time band, one needs to think whether non-fiction or reality shows will work for this time band. Karim noted that fiction shows would rule this time band, but added that Star Plus did try experimenting with a reality show ‘Star Vivah’, which, however, did not deliver as expected.

While media planners are positive about this development, it’s a wait and watch to see whether Colors scores big in the afternoon time band as well.

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