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First year of showbiz channel Colors is a hit

Jul 21, 2009 06:25 PM IST India India

Mumbai: CNN-IBN’s sister channel Viacom 18's General Entertainment Channel Colors celebrates its first anniversary on Tuesday, July 21.

Colors made an impressive entry by heavily promoting Akshay Kumar's first small screen appearance in Khatron Ke Khiladi. Within a year, it has cemented it's position with reality shows like Bigg Boss 2 and daily soaps like Balika Vadhu. The channel thought out of the box and made Saas Bahu soaps passé and halted Star Plus' 9 year continuous dream run at the top.

CEO, Colors Rajesh Kamat says, “Fear factor and Big Boss served the purpose of I would say buzz and getting us on to the radar and getting colors talked about. Balika Vadhu, Krishna, Uttaran and Laddo are the shows which are the bread and butter and the staple diet of the channel and that is pretty much the healthy mix of all of them.

The strategy worked like a charm. When Colors launched in July 2008, it had 81 Gross Rating Points, making it number 3 in week 1. In September it had a share of 217 GRPs and in April 2009 Colors became the Number 1 GEC with 292 GRPs.

With competition within the GEC space getting tougher and no single steady market leader, there's a lot in the pipeline, which the channel hopes will help keep itself ahead of the crowd.

Programming Head, Colors Ashvini Yardi says, “We want to better our prime time in terms of the story and characters that we have developed. We also want to extend our afternoon band, time slot extension is also what we are look at.

With the second season of KKK starting this Diwali and Big Boss 3 starting soon after, the programming schedule sure looks Colorful.