Colors ruled the Hindi GEC roost for most of last year, however, it has now been toppled from the numero uno position by some old players in the market. The channel, which has been on the forefront of innovations, is now once again experimenting with its afternoon time band.
Speaking to exchange4media, Ashvini Yardi, Programming Head, Colors, explained, “Every drama has a peak point and after that our focus has always been to establish the other shows. Our drama-based shows had dropped a bit during the IPL and as we have a more metro-based male audience, we tend to lose more audience than the other GECs.”
In a bid to woo the female TG, Colors is increasing its focus on the afternoon time band and will premier a new cooking based reality show, called ‘Kitchen Champion’, soon.
Yardi added, “Colors has always been known for its innovations, and launching a reality show in the afternoon band is one more experiment by the channel. I am sure the audience will like our new show, ‘Kitchen Champion’.”
Speaking on the various innovations on the channel, Yardi said, “Colors was also the first to start the one-hour repeat shows on weekends, and while all the other GECs were showing reality shows on weekends, we started showing reality shows such as ‘Khatron Ke Khiladi’ and ‘Big Boss’ on weekdays.”
She further added, “These apart, we have also been buying rights for very recently released movies.”
Colors’ gambles have paid off rich dividends for the channel in the past. It will be interesting to see if the reality format in the afternoon time band will work out for the channel.