brand building-colors tv-jan 2011 v1

8/7/2019 Brand Building-Colors TV-Jan 2011 v1

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Entry Of Colors Channel inan already Crowded Industry


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Introduction to Television

Industry in India [1]TV industry in India is vast enough to accommodate1000 s of programmes on various channels indifferent languagesTelevision Entertainment India, one of thecheapest in the worldStarted with Doordarshan in 1980Ramayana & Mahabharata were the first Major(episode number wise) television serials producedSoon enough the broadcasting got saturatedDD 2 (Metro) was started to cope with thesaturation


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Cable Television[1,2]

130 million TV sets71 million TV sets with Cable ConnectionGrowth at 8-1o % (2008-09)Major players like STAR Network (Foreign)dominated the boom of Indian TV industry in 1990ZEE TV was the first India based Private channel to

be broadcastedLater on CNN, Discovery, NatGeo made entry intothe India Tele Industry


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Big players [2]y B efore Colors Indian Tele Industry was dominated by

ZEE TV, Sony TV, Star Plus in Family ChannelsSegment

y

Colors made an entry into family channel segmentB alika Vadhuy In Youth Entertainment it was dominated by Channel

V, MTV y Colors Entered with Fear Factor India Khatron K

Khiladiy Reality TV was dominated by SONY, ZEEy Colors Entered The market with B ig B oss


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istory of Colors [3,4]y Launched on 21 July, 2008 as a 50:50 JV between Viacom

and Network 18y Viacom a USD 11.5 billion company consisting of MTV

Networks and Paramount Pictures, is the world s leadingentertainment content company.y Network 18 is one of India's leading full play media

conglomerates with interests in television, internet, filmedentertainment, mobile content and allied businesses.

y Launched Decision of Viacom and Network 18 to enter intoGeneral Entertainment Channel market

y Redefined the daily soaps, replacing domestic politics by little known diverse themes giving social message


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Branding strategy [5]

y N ame: COLORS an arbitrary name at first glance but

self descriptive.

y Plural form: distinguishes it as a general entertainment

channel, catering to multiple audiences.

y Logo: There are three Colors in the Logo Yellow(Purity,

Spirituality), Pink(Fun, Youthfulness, Innovation), Violet

(Mystery, Sentimentality)


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Branding strategy [5]The logo of the channel is interesting

and stands apart on its own.

Tagline: Jasbaat Ke Rang The colors of Emotion -

that promises to target entire spectrum of viewers.

The small caps indicates openness and welcoming

attitude.The motive of leaf is acknowledgement of roots and

natural origin.


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Entry strategy [5]Colors launched Three programs for an impactful entry B alika Vadhu (an Adolescent B ride, Child Marriage), Fear

Factor, Jai Shri Krishna (Spiritual)

It launched itself firstly for as a free on air channel

Its key focus is on 3D S:

a) Distribution

b) Differentiation

c) Disruption


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D istribution [7]It distributed itself via MSM Discovery Pvt. Ltd. that

distributes Network 18 channel

Cable operators were also used as effective means of distribution (placing B elow Star Plus in Frequency)

It is seen in cable homes and the new DTH platforms


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D ifferentiation [7]This strategy starts with the name of the channel

and continues with the serials

From Fiction shows to Format shows to Reality

shows to B lockbuster Movies the basket contains

all varieties of shows Jasbaat Ke Rang

The focus is on Cohesive Viewing via its vast range

of serials


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D isruption [7]This strategy deals with scheduling of the serials

When the channel was launched , fear factor and bigboss were its two prime shows

To create a buzz and a window for their fiction programsboth these shows were scheduled back-to back

Later on serials like Jai Shri Krishna, Mohe Rang de (LoveStory, Freedom Struggle) were also scheduled incorrespondence of other serials on other channels

Also repeat frequency was increased to attract audiencein the initial phase


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M arketing strategy [7]Targeting audiences in 90% Indian cities

Placed 1300 hoardings and launched roadshows

across the country 3000 taxis, 2000 auto rickshaws ,local trains and

school buses were painted with colors brand

Dabba service was also used to disburse the message

15 million SMS were sent to all telecom operators


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M arketing strategy [7]6 5000 ad spots were booked on TV ad spaceB IG B AZAAR helpers and counter guys were wearingcolors T-shirts

In McDonalds, color brand was present on the menuFear factor merchandise were available at Pantaloonsand McDonaldsColors tied up with ISKCON for promoting their show

Jai Shri KrishnaFor Mohe Rang De it organised street plays which werewitness to maximum freedom struggle


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4P s of Colors Viacom 18 [8]Price Initially the channel was launched Freeon Air, and later on fees was charged

Place Indian Television Industry GeneralEntertainment Channel Segment

PromotionPromotion was mainly through local

trains, buses, through retail stores andmany more

Product Colors Viacom 18


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M arket segment and targets [7]Geographic segmentation:

Small towns and metro. The peaktime was 7-9 and 10 onwards respectively. So it had to

time its serials in the prime time of 7 to 11.30pm atnight and repeats also in proper time periodDemographic segmentation:

a) Age group of 15-24 for sampling the channel in

the initial stages and later on expanding it 15-55b) The females of the house holds were the prime

target for the family drama serials


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Target M arket


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Q uality of serials [8]Serials like B alika Vadhu (Addressing ChildMarriage)

Serials like Na Aana Is Des Laaado (AddressingFemale Foeticide)The above mentioned serials are quite emotional andattract a lot of audience (giving competition to serials

like Saas bhi Kabhi B ahu thi Star Plus Hit)The innovation in the concept and theme of theseserials attracted a lot of audience thus increasing theTRP of the shows


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Television Rating Point (TRP) [6]

y Enjoyed the Highest Rating for Consecutive weeks

after weeks because of innovation in serials

y B ig B oss Season 3 had a starting TRP of 6 .O higher

than Koun banega Crorepati

y

SerialB

alika Vadhu had a TRP of 5.9y These TRPs are higher than most other shows like

Rakhi ka Swayamwar, Aap ki Kacheri (Star Plus)


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Scope for expanding viewership [8]The viewership as was targeted by colors initially with respect to age groups was effective

The next expansion they can do is with respect tothe religious groupsThey can show serials of different variety withrespect to youngsters like is done in the same family

channel (MTV)The older people can also be kept in view and thenumber of religious serials can be increased


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O bservations [8]In a Crowded market a product can still be launched provided the product differentiates

itself from the competitive products in a visible way. Also the product if consumer friendly (it was kept below star plus in the frequency of

broadcasting) can be accepted by the consumers even if other cheaper alternatives are available (Sahara one has less rent but still not preferred)


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Conclusion [8]T he Innovative Strategy (Catering to all age groups)

adopted by colors (Already Crowded Market was captured by colors in a short span of time) helped

colors to overcome the hurdles presented by competitive channels (S T AR PLUS, SONY, ZEE).

And Innovative Strategy adopted by any producer can result in overwhelming response by the consumers resulting in a SUCCESS S T ORY COLORS

VIACOM 18


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References

1. http://en.wikipedia.org/wiki/Television_in_India2. http://images.google.co.in/images?hl=en&resnum=0&q=tv%20channel%20india%20logo%20images&um=1&ie=UTF-8&sa=N&tab=wi

3. http://contentsutra.com/article/419-colors-turns-one-a-year-of-unprecedented-churn-in-indian-television/#comments

4. http://www.colorstv.in/page/about-us5. http://marketing-and-

brands.blogspot.com/2009/01/colors-tv-viacom-18.html6 . http://www.gossipbollywood.com/index.php/?p=8181#7. http://www.afaqs.com/perl/media/story.html?sid=210518. Self analysed


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Thank You !!!

brand building-colors tv-jan 2011 v1

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