Colors TV, India’s most dynamic general entertainment, has long been known for its innovative and bold approach to television broadcasting – be it through content or marketing that content in an increasingly competitive and complex marketplace.
Six years after it was officially launched in Britain, the network’s UK division has sent a cat among the pigeons by capturing a prized slot in the TV equivalent of seats at Wimbledon’s Centre Court.
The UKAsian can exclusively reveal that beginning 5th April, Colors TV UK will broadcast from Sky Channel 786 after agreeing to what insider sources called a “no expenses spared” swap with Bangla TV.
As part of the deal Bangla TV will take over Colors’ previous EPG position of 821.
A network’s EPG – or Electronic Programming Guide – is crucial if you are to compete in the crowded and intensely competitive British Asian TV market.
Colors TV’s new position is akin to not only securing a seat inside the Royal Box at Wimbledon but also a good enough position within the box that will ensure that all the cameras are frequently on you.
Channel 786 is a coup of sorts for Colors TV UK for a number of reasons.
In the first instance the channel is “situated” along a stretch of the TV listings that are also home to all the major Indian general entertainment channels.
But significantly it is situated much before in the pecking order than long-established channels such as Zee TV and newer channels like &TV.
Such a positioning means that a channel can better grab the attention of TV “surfers” – not least through Colors’ outstanding roster of programmes which includes such blockbuster hits as ‘Bigg Boss’ and ‘Khatron Ke Khiladi’ – the Indian versions of hit reality TV series Big Brother and Fear Factor respectively – as well as Comedy Nights Bachao, Chakravartan Ashok Samrat and Swaragini to name but a handful.
That in turn is the dream scenario for advertisers.
Secondly, 786 is considered extremely luck under Islamic numerology.
“COLORS UK has been showcasing the best offerings from the Viacom 18 content library to South Asian viewers. As we move the channel to EPG number 786, we are hoping to enhance sampling amongst SKY subscribers, thereby bringing audiences closer to superior quality and inspiring content”, said Govind Shahi, Head of Viacom18 UK.
Anuj Gandhi, Group CEO of holding company IndiaCast, adds: “IndiaCast has always endeavoured to present quality entertainment options to the Indian Diaspora across the globe bringing them one step closer to Indian culture and content.
“Moving COLORS UK up to EPG number 786 enables us to create top-of-mind recall for the channel and its content thereby building engagement with SKY subscribers.”
The move is the latest bold step by Colors TV UK.
Just 2 years ago the management decide to make Colors free to air from being a paid channel resulting in a dramatic increase in viewership. It will be intriguing to see what they have up their sleeves next.