COLOURS TV CHANNEL

GROUP MEMBERS
Megha Menon 28
Sumedh Shelke 55
Rahul Singh 41
Khushboo Goel 24
Nadir Ali 31
Introduction
Colors is a Hindi language Indian general
entertainment channel based in Mumbai 
A part of the Viacom 18 family.
It was launched on July 21, 2008.
 Huge popularity just after its launch
Successful ratings- received a 2nd position among
other Hindi general entertainment channels for a little
while, such as Zee TV, Sony TV, STAR One, and 
Sahara One.
Currently, the channel is featuring a number of
successful shows, such as Balika Vadhu, Na Aana Is
Des Laado and Bigg Boss 3.
Balika Vadhu was ranked in the TOP 5 shows of Indian
television's TRPs charts, within 3 months of its launch.
Colors will launch in America on the Dish Network in
February 2010, where it will be called Aapka Colors.
Amitabh Bachchan will serve as brand ambassador for
the UK and USA launches.
Colors will launch in the United Kingdom and Ireland
on Sky Digital in early 2010.
On 9 December 2009, INX Media confirmed that
Colors had bought 9XM's Sky Digital EPG slot on
channel 829 and on 5 January 2010.
Colors secured a deal to join the VIEWASIA
subscription packageEPG tests began on 4 January
2010 using the 9XM stream, followed by Colors' own
video and audio on 8 January 2010
Promotion Strategy
A great start.
Later in its initiative to become the market leader,
Colors is undertaking innovative promotions targeting
Hindi speaking audience in 90 Indian cities.
To begin with, it has used all media such as TV, radio,
print, websites, mobiles, movie theaters and outdoor for
promoting the channel. It has placed 1300 hoardings
and launched road shows across the country.
For a more concentrated campaign, 3000 taxis in
Mumbai and 2000 auto rickshaws in small towns
along with local trains and school buses have been
painted with Colors brand.
Even the efficient dabba service in Mumbai is used
to disburse the channel message.
Along with this 65000 ad spots are booked on TV
while 15 million SMS have been send across all telecom
operators.
Marketing Activities
At Big Bazaar stores, helpers and counter-guys are
wearing Colors T-shirts and giving out information about
the channel.
In McDonald’s, the Colors brand is present on the menu
while Fear Factor Khataron Ke Khiladi merchandise is
available at Pantaloons and McDonalds.
For program specific advertising, Colors has tied up with
ISKCON for promoting its mythological show Jai Sri Krishna
at all ISKCON temples.
Also, 1000 temples across Hindi speaking states are being
used to promote the show by putting banners on banner stalls
and giving Krishna merchandise, literature and calendars.
For the show Mohe Rang De, Colors has chosen
Punjab and Delhi to organise street plays as these
plays were the maximum witness to freedom struggle.
The marketing strategies seems to be quite aggressive
and innovative but ultimately it would depend upon
programming quality and show placement to establish
its positiong in the Indian television space.
The Indian television scene is as cluttered as a market
can be.
 A cursory glance at the TV offerings show the kind of
diversity that Indian society has – channels for not just
different languages, but also serving different niches
within the broad umbrella of entertainment, spirituality,
news, music & movies.
The formidable strength that competitors Star Plus, Sony
and Zee have built in the Hindi general entertainment
sphere one would think that a new entrant in this sphere
would struggle.
The way 9x has failed to take off and NDTV Imagine has
met with a lukewarm response further cements
this perception.
That is exactly why the success of Colors is worth a
second.
This channel already has many of its shows topping
the TAM charts with a lot of help from a few
mentioned strategies
First the name of the channel itself: Colors. An
arbitrary name at first glance, this is a self-descriptive.
The use of the plural form itself distinguishes as a
general entertainment channel – one which caters to
multiple audiences.
This is further emphasized by its tagline ‘Jasbaat Ke
Rang’ which promises the shows that will target the
entire spectrum of viewers.
Colors logo
A look at its logo also gives lots of insights.
In every society yellow is associated with the sun -
and hence optimism, warmth and happiness.
Pink is youthful, fun and exciting.
Purple, a mix of the passionate red and tranquil
blue, evokes mystery, spirituality and
sentimentality.
The use of small caps in the entire title indicates
openness, a welcoming attitude – of the kind that
is preached by community websites like orkut or
flickr for example.
The leaf motif, is a connection to earth and a
acknowledgment of roots and natural origin.
The Viacom 18 rejoinder at the bottom of the logo is
curious – it indicates an effort by the promoters to
promote the parent brand (something they have not
done with their other offerings: MTV, Nick and
VH1).This adds to the credibility
Why Colors is still a favourite?
Colors does live up to its branding.
 It was launched with three big shows.
Jai Shri Krishna catered to the mythology loving
audience.
Balika Vadhu a saas-bahu show with a difference.

Fear Factor was a celebrity (Akshay Kumar) hosted

show.
Big Boss, the latest season of the Big Brother
franchisee.
Chhote Miyan is a fresh retake at the stand-up
comedy(this time by children).
Uttaran traces the life of a little girl living of the
crumbs of another born with a silver spoon.
Mohe Rang De is drama set
COMPETITORS
STAR PLUS PVT. LTD.
ZEE TELIVISION PVT LTD.
SWOT Analysis
Strengths

- Shows from all walks of life

- A fresh outlook on everything
- New themes and Ideas.
Weakness
Strong competitors.
A new channel with teething problems.
Trying to capture an already enthralled part of
audience.
Opportunities
A lot of untapped market
A new generation with different taste in TV
Brand Loyalty in Indians.
Threats
Failure.
Immediate acceptance
Difficulty in looking for new grounds.
Copy Cats
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