Mumbai: Colors was launched in July last year and the channel changed the face of programming on television. Saas-bahus became history and it was time for Khatron ke Khiladi and Balika Vadhu to enchant the viewers.
Colors broke Star Plus' nine-year dream run to the top.
Head of Programming for Colors, Ashwini Yardi says, "When Colors launched, we knew we wanted to change the scenario. We launched Khatron ke Khiladi, Balika Vadhu kind of shows as we knew that the viewers were tired of the previous formulas. We concentrated on doing seasonal shows and children's shows."
And it worked like charm.
When Colors launched in July 2008 it had 81 Gross Rating Points, making it Number 3 in week one. In week two itself, it went past 100 GRPs and in April 2009 Colors became the Number 1 channel with 292 GRPs.
Indian Television's Managing Editor, Sibabrata Das says, "Last year, a lot of channels launched but Colors stuck to their promise of giving the best."
As Star reacted by axing its flagship soaps, Zee TV sensing the opportunity also flagged off fresh shows like Chhoti Bahu and Agle Janam Mohe... pushing Star to the Number 3 slot.
COO and Business head Zee TV, Nitin Vaidya says, "We did not go out launching our shows in a big way. We believe in letting the viewers speak and that's exactly what happened. We launched Agle Janam Mohe... without any fanfare and it's the most popular show of the channel."
In the 1st week of June, Colors was Number 1 with 258 GRP, Zee TV 2nd with 245, Star Plus third with 240 with NDTV Imagine a distant fourth with 107 GRPs.
While Colors and Zee have broken the Star Plus' monopoly, it's a fact that today, no single channel is guaranteed a stay at the top.