After the exit of ‘Bigg Boss Season 4’ in the first week of 2011, Hindi general entertainment channel Colors launched two fiction shows on January 10 – ‘Phulwa’ and ‘Mukti Bandhan’ – on weekdays in the 9-10 pm slot, replacing the reality show. As part of their weekend primetime, the channel launched big ticket non-fiction property, ‘Chak Dhoom Dhoom’, on January 14 to beef up the programming module.
According to data from TAM Media Research for the target C&S4+ in the Hindi speaking markets, the fiction shows have opened well for the channel. ‘Phulwa’ opened with a rating of 4.02 TVR and retained a steady interest of 3-plus ratings through the week. ‘Mukti Bandhan’ opened with a 3.86 TVR, which settled at about 3 TVR by the end of the week.
Replying to exchange4media’s queries, Ashvini Yardi, Head - Programming, Colors, remarked, “The year 2011 started with a bang for Colors. After receiving the highest ever closing for the ‘Bigg Boss Season 4’ grand finale, we are humbled by the response received from viewers for our two new fiction offerings – ‘Phulwa’ and ‘Mukti Bandhan’. These shows with diverse backgrounds of Mumbai and Chambal has struck a chord with the audience, and in the days to come we will continue to intrigue them with interesting twists and turns.”
Yardi added, “We also launched ‘Chak Dhoom Dhoom Team Challenge’ last week and are confident that through all these new offerings we would continue to present engaging and entertaining content for our viewers.”
‘Chak Dhoom Dhoom’, the channel’s dance-format offering that is scheduled in on Fridays and Saturdays at the 9 pm slot has opened with 2.24 TVR. The rating is lower not only in comparison to the other two shows, but also to the opening numbers of competing shows such as ‘Jhalak Dikhhla Jaa’ on Sony Entertainment Television. As is known, ‘Jhalak…’ opened to a TVR of 5-plus in its first two episodes.
Meanwhile, the fiction two shows have played a role in Colors bridging the gap with leader Star Plus to an extent. As per data from TAM Media Research for Week 3, 2011 (January 8 to January 15), Colors moved up by 20 points to 296 GRPs, while Star Plus has grossed to 326 GRPs from 379 GRPs last week.
The other factor that would have contributed to Colors’ overall numbers is the increase of original content on the channel. On December 27, 2010, the channel had introduced ‘Maati ki Banno’ in the 6.30 pm slot. The show is delivering a modest 1-plus TVR.
In line with the channel’s flavour of shows that take up social concepts and customs that are characteristic of rural India, ‘Phulwa’ is the story of an 11-year old girl and her trysts with the residents of village Chambal. It is produced by Swastik Pictures. ‘Mukti Bandhan’, an adaptation of Shri Harkishen Mehta’s famous Gujarati novel, is a first where the channel has experimented with a show that revolves around a 50-year male protagonist in a primetime show.