Colors entered the already crowded Indian television industry in 2008 as a joint venture between Viacom and Network 18. It differentiated itself through innovative programming targeting all age groups, such as the popular shows Balika Vadhu about child marriage and Fear Factor India. Colors also utilized a widespread marketing strategy, including print, outdoor, and partnerships. This helped Colors overcome competition from established channels and achieve high television rating points, making its entry in the industry a success story.

1. Entry Of “Colors” Channel in an already Crowded Industry

3. Television Entertainment – India, one of the cheapest in the world

4. Started with “Doordarshan” in 1980

5. Ramayana & Mahabharata were the first Major (episode number wise) television serials produced

6. Soon enough the broadcasting got saturated

8. 71 million TV sets with Cable Connection

9. Growth at 8-1o % (2008-09)

10. Major players like “STAR Network” (Foreign) dominated the boom of Indian TV industry in 1990

11. ZEE TV was the first India based Private channel to be broadcasted

13. History of Colors[3,4] Launched on 21 July, 2008as a 50:50 JV between Viacom and Network 18 Viacom a USD 11.5 billion company consisting of MTV Networks and Paramount Pictures, is the world’s leading entertainment content company. Network 18 is one of India's leading full play media conglomerates with interests in television, internet, filmed entertainment, mobile content and allied businesses. Launched Decision of Viacom and Network 18 to enter into General Entertainment Channel market Redefined the daily soaps, replacing domestic politics by little known diverse themes giving social message

14. Branding strategy[5] Name: “COLORS” an arbitrary name at first glance but self descriptive. Plural form: distinguishes it as a general entertainment channel, catering to multiple audiences. Logo: There are three Colors in the Logo – Yellow(Purity, Spirituality), Pink(Fun, Youthfulness, Innovation), Violet (Mystery, Sentimentality)

16. The small caps indicates openness and welcoming attitude.

18. It launched itself firstly for as a free on air channel

19. Its key focus is on 3D’S: Distribution Differentiation Disruption

21. Cable operators were also used as effective means of distribution (placing Below Star Plus in Frequency)

23. From Fiction shows to Format shows to Reality shows to Blockbuster Movies – the basket contains all varieties of shows “JasbaatKe Rang”

25. When the channel was launched , fear factor and big boss were its two prime shows

26. To create a buzz and a window for their fiction programs both these shows were scheduled back-to –back

27. Later on serials like Jai Shri Krishna, Mohe Rang de (Love Story, Freedom Struggle) were also scheduled in correspondence of other serials on other channels

29. Placed 1300 hoardings and launched roadshows across the country

30. 3000 taxis, 2000 auto rickshaws ,local trains and school buses were painted with colors brand

31. Dabba service was also used to disburse the message

33. BIG BAZAAR helpers and counter guys were wearing colors T-shirts

34. In McDonalds, color brand was present on the menu

35. Fear factor merchandise were available at Pantaloons and McDonalds

36. Colors tied up with ISKCON for promoting their show “Jai Shri Krishna”

39. Target Market

41. Colors positioned itself as a prime Entertainment channel in the segment of GECs

42. The positioning was done by effectively targeting audiences in different age groups

44. Serials like Na Aana Is Des Laaado(Addressing Female Foeticide)

45. The above mentioned serials are quite emotional and attract a lot of audience (giving competition to serials like SaasbhiKabhiBahuthi – Star Plus Hit)

48. The next expansion they can do is with respect to the religious groups

49. They can show serials of different variety with respect to youngsters like is done in the same family channel (MTV)

51. Conclusion[8] The 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 (STAR PLUS, SONY, ZEE). And Innovative Strategy adopted by any producer can result in overwhelming response by the consumers resulting in a SUCCESS STORY – COLORS VIACOM 18……

52. References http://en.wikipedia.org/wiki/Television_in_India 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 http://contentsutra.com/article/419-colors-turns-one-a-year-of-unprecedented-churn-in-indian-television/#comments http://www.colorstv.in/page/about-us http://marketing-and-brands.blogspot.com/2009/01/colors-tv-viacom-18.html http://www.gossipbollywood.com/index.php/?p=8181# http://www.afaqs.com/perl/media/story.html?sid=21051 Self analysed

53. Thank You…!!!