Our shows have tremendous brand support despite slowdown: Nina Elavia Jaipuria

Head of Hindi Mass Entertainment & Kids TV Network, Viacom18, Jaipuria says Bigg Boss has seen its biggest season from a viewership, digital & advertisers perspective

e4m by Sonam Saini
Updated: Feb 18, 2020 3:32 PM
Colors TV

After a successful season of Bigg Boss 13, Viacom18’s Hindi general entertainment channel Colors TV is all set to launch another of its popular properties in non-fiction space, Khatron Ke Khiladi- Darr Ki University from this weekend. While Maruti Suzuki comes on board as the presenting sponsor, Mountain Dew is the Risk Takers partner of the show and Balaji Wafers has been roped in as the Snack Partner.

Speaking about the season 13 of Bigg Boss, Nina Elavia Jaipuria – Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said: “Bigg Boss 13 has been the biggest season for us from all perspectives. The show was able to create a national phenomena where it had viewership that soared to a different level. In the entire journey of Bigg Boss 13, we had 200 million viewers (excluding finale), which is an unprecedented number. The social buzz was equal on television and digital, and from a social media perspective we had 2 billion video views. On Voot, we had 1.5 billion video views.”

In this scenario of an economic slowdown where advertisers are not cutting the cord in investment, Jaipuria shared that the kind of brand and advertiser support the show has got is phenomenal and unprecedented. “It has been the biggest season of Bigg Boss from all perspectives. Colors stands for innovation, being bold, being brave and for taking risks and experimenting. Sometimes the risk-taking helps and gives you great ROI.”

Jaipuria is confident that Bigg Boss 13’s success is going to pass on to Khatron Ke Khiladi. “We will continue to deliver and we are hoping that the baton that is being passed on from Bigg Boss to Khatron Ke Khiladi continues the great No. 1 story for Colors.”

Sharing more information, Jaipuria said: “COLORS TV has been the number one channel for almost six to seven weeks now. We continue to roll with a 22 per cent market share all day, and 26 per cent market share in primetime weekdays and weekends. Even though there is an environment, which is sluggish, there has been a slowdown. We have got tremendous brand support. Most of the advertisers who came with us on Bigg Boss came on the extension as well and that is the beauty about how we deliver a property and how Colors promises and innovation and a pioneering property and how we deliver ROI to our brands.”

The channel had signed over 10 brands for Bigg Boss Season 13, some of them being Vivo, Dabur, Lays, Chings, Pokerstar, BharatPe, Garnier, Whirlpool, Haldiram and Quaker Oats. “We realized that there is a lot left on the show to exploit. The one-month extension on Bigg Boss not only made viewers but even the advertisers happy. Therefore for us, it became a blockbuster property, which went on with Salman Khan doing his magic.

"We realised that extending that property helped all of us and it worked beautifully for all the stakeholders. I've always believed as a business head that there is only that much of a win-win if it's a win-win for all stakeholders and that's exactly what happened for us and everybody benefited.”

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