Braj Mohan Chaturvedi: Colours: New General Entertainment Channel from Viacom 18

Latest addition in the cluttered general entertainment channel space is Colors. It is the 50:50 joint venture between Viacom Inc and the Network 18 Group. With the launch of Colors, Viacom 18 will complete its bouquet in the Indian market after its slew of niche channels such as MTV, Vh1 and Nick. Colors will reach out to a wider audience which normally comes from the general entertainment channel genre.

Colors: Ensuring Success

The programming in the cluttered general entertainment channel space is the key to its success. There is stiff competition in the space and key to success is differentiated and disruptive in our battle for eyeballs.

Positioning the channel in the cluttered space is not an easy task. The Viacom 18 management knows positioning has to be different and disruptive to make its presence felt. No wonder Viacom 18 has an innovative positioning strategy – disruptive positioning. It has chosen Bangkok as the backdrop and roped in Akshay Kumar to launch its flagship show – definitely innovative and disruptive move.

The launch vehicle, Akshay Kumar is the anchor of its reality show Fear Factor – Khatron Ke Khiladi. Akshay Kumarhas been roped in to build excitement among viewers and capture the required eyeballs. Apart from Khatron Ke Khiladi, with Akshay Kumar and 13 Bollywood actresses, Colors has announced its initial flagship shows – Mohe Rang De, a love story set against the backdrop of the Quit India Movement Azaadi Ke Rang or Bollywood ke Range. These programming has been linked to the emotions of Indian people. These programs also depict the name of the channel Colors. The name Colors is also reflective of the country’s myriad emotions.

Impact on the general entertainment channel

The stalwarts in the general entertainment channel space, like Zee, Sony and Star, remain unruffled by the entry of new players. The new entrants in the general entertainment channel space viz. 9X, NDTV Imagine, will be able to survive purely on the merit of their content. The success of any general entertainment channel channel will depend on how well it differentiates itself from the rest. In the current market scenario when soaps and reality shows are dominating the general entertainment channel channels, differentiation will be tough.

Currently, general entertainment channel advertising revenues are estimated at Rs 2,000 crore with Star and Zee bagging the maximum share in this space. Color, piggyback on strong brand equity of Viacom 18 and patronage of its other channels would ensure faster penetration for a general entertainment channel space.

Katyayana

This Blog is dedicated to all the Management Professionals who want to challenge the set pattern, who are practical in their approach and dont think in thin air; who believe that strategy is all about making things simple; who strongly advocate the “Rule of Simple” and who believe that impossible is nothing. - Just like Katyayana. Katyayana was a disciple of Gautama Buddha. He is also known as Kaccana or Kaccayana, Mahakatyayana, Mahakaccana and in Japanese as Kasennen. Katyayana is one of the “Ten Disciples of the Buddha”. Mahakashyapa, Ananda, Shariputra, Subhuti, Purna, Mahamaudgalyayana, Katyayana, Aniruddha, Upali and Rahula. He was foremost in explaining Dharma. He was born in a brahmin family at Ujjayini (Ujjain) and received a classical Brahminical education studying the Vedas. Katyayana was a Sanskrit grammarian, mathematician and Vedic priest who lived in ancient India, around the time of the Greco-Bactrian Kingdom. He is known for two works:- The Varttika, an elaboration on Panini’s grammar. Along with the Maha-bhasya of Patanjali, this text became a core part of the vyakarana (grammar) canon. This was one of the six Vedangas, and constituted compulsory education for Brahman students in the following twelve centuries.- He also composed one of the later Sulba Sutras, a series of nine texts on the geometry of altar constructions, dealing with rectangles, right-sided triangles, rhombuses, etc. Katyayana certainly have been a man of very considerable learning but probably not interested in mathematics for its own sake, merely interested in using it for religious purposes.He wrote the Sulbasutra to provide rules for religious rites and to improve and expand on the rules which had been given by his predecessors. Katyayana would have been a priest instructing the people in the ways of conducting the religious rites he describes. Authorship: Nettipakarana, a work of grammar, and Petakopadesa, a treatise on exegetical methodology, sulvasutras dealt with geometry.

Colours: New General Entertainment Channel from Viacom 18

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