Colors Marathi to increase programming hours: Ravish Kumar

Ravish Kumar, Head-Regional TV Network, Viacom18, talks about the channel's growth in February, its plans to extend the prime-time slot and more

e4m by Sonam Saini
Updated: Mar 2, 2020 9:03 AM
Ravish Kumar

Colors Marathi is all set to expand its original programming with a new line-up of shows further strengthen its position in the market. The channel is currently in the second position in the Marathi general entertainment category, as per BARC data.

Speaking about the growth of the channel in 2019, Ravish Kumar, Head-Regional TV Network, Viacom18, shared that the year gone by has been a challenging one for the entire broadcast industry due to the impact of TRAI’s new tariff regime, and the weak advertising and investment climate. “All channels have shown subdued performance and Colors Marathi has been no different. 2019 has not been a great year, but things are now settling down,” he said.

He further added that despite the monetary challenges the channel has witnessed a tremendous growth in terms of viewership. Colors Marathi’s viewership has more than doubled this year as compared to April 2018 when the channel was at 108 GVM. As of January, Colors Marathi stood at 202 GVM. In the first two weeks of February the channel was at 220 GVM. There has been a growth of 30 per cent in February 2020 vis-a-vis 20 per cent in April 2018, Kumar added.

“Our share for the same period which is April 2018 to February 2020 has gone up from 20% to about 30%. That's a commendable growth on our part despite the fact that we have the least hours of programming. We have 15 hours of programming and it starts at seven o'clock and ends at 9.30pm as compared to the competitors,” mentioned Kumar.

Kumar believes in the strategy of less is more, which has been true for the channel in many ways. “We probably have fewer hours but they are a lot more impactful. But our shows are still within the top five categories and are market leaders in their respective slots,” he added.

The top rated shows of the channels are Balu Mama, Raja Rani Chi Ga Jodi and Jeev Zala Yeda Paisa. Speaking about the fiction and non-fiction shows, Kumar shared that the viewership in the Marathi genre has been driven by historical and mythological shows and romantic-family dramas and the same has been working for Colors Marathi as well. In the non-fiction space, Bigg Boss Marathi with Mahesh Manjrekar and singing reality show Sur Nava Dhyas Nava has been creating a lot of buzz for the channel.

“As we move ahead, next year we will gradually increase the hours of programmes because the existing shows are doing well and we have a lot more shows in the pipeline. We will continue to expand our prime-time.”

“In the pecking order, the Marathi genre has definitely grown. There are four Marathi channels in the state, which are in the top five, and this is quite an achievement.”

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