The year has started with a bang for COLORS. The channel has ended 2019 on a high and started 2020 on an equal high. COLORS wants to sustain this momentum going forward.
Nina Elavia Jaipuria, Head – Hindi Mass Entertainment & Kids TV Network, Viacom18 shares her Focus areas for 2020.
Knowing our Consumer
All our product and media offerings start and end with the consumer. Because it is very important for us to know the pulse of the consumer at all times. We are a business that is driven by consumer insights and the priorities of our consumers. In fact, we are obsessed with them. We ensure that at all times, we understand our consumers and know what they want. This will help us to curate and sharpen our stories.
Going forward, one of the biggest focus areas will be to deepen our listening ability for our consumer, be obsessed about their lifestyle, their likes and their dislikes, their choices, their differences, and make sure that we have their pulse to ensure that we end up giving them what they really want. It is a key focus area for us in 2020 and it is something that will never go away.
The idea is to use Big Data and the use of data will lead to better decision making and help us to make our products, stories, and characters preferable.
COLORS stands for being innovative, bold, differentiated and for pioneering content. We will continue to do everything I just mentioned to ensure that we give our viewers great stories, endearing characters, and newer genres to cater to their entertainment needs.
One more reason why consumers prefer Colors as a channel is because of the variety we give them through content across genres, whether it is drama, reality, action, adventure, social issues or volunteerism.
We hope to make Bigg Boss bigger and better, as we go along in 2020 and soon after Bigg Boss we are launching Khatron Ke Khiladi with Rohit Shetty. KKK was the number one non-fiction show in 2019, we’re hoping to make it even better in 2020.
Our focus with Khatron Ke Khiladi will be to continue and sustain the momentum that we have gained with Bigg Boss. We will launch Khatron Ke Khiladi on the weekend which will be followed by Dance Deewane to ensure that we provide viewers with enough blockbuster entertainment, right from adventure, dance, and drama, with an equal focus on the weekday primetime as well.
Our fiction shows Chhoti Sarrdaarni and Vidya and Shakti… Astitva Ke Ehsaas Kii are slot leaders in their own respective slots. These endearing characters with stellar stories will continue to entertain our viewers in primetime and early-primetime.
In a few weeks, our viewers will get two new shows; Naati Pinky Ki Lambi Love Story and Barrister Babu, both these shows are brand new offerings with concepts never been done on TV before.
We already have four to five shows and working towards creating a strong pipeline for 2020.
In 2020, we want to continue to nurture our bond with the audience and be the most preferred brand for their entertainment needs. Our focus will be to present stellar storytelling, endearing characters, pathbreaking formats, and shows.
Focus on big Bollywood events is going to be the key in 2020 and we are starting the year with Filmfare. Viewers will see the next Filmfare Awards air on COLORS in the month of February.
Engagement on Social Media
The other big focus for us is to engage with our audiences outside of television, on a screen that is very dear to them, tapping social media and digital. We are also experimenting with various engagement initiatives through our video-on-demand streaming service, VOOT. In the past also, we have done a lot of engagement with our viewers through digital and we continue to make that a focus point for us going forward.
We will continue to engage with audiences with our new Tik Tok handle. We have almost 19.2 million followers on Instagram, Facebook and Twitter combined. Hence, social media engagement beyond television is going to be a big focus area for us and we will ensure that we leave no stone unturned to make sure that every show and every character that we have has a social media presence.
I think the other big focus area for us is about creating awareness about our brand and our shows. We will continue to have innovative, engaging marketing campaigns for every launch that we do. And of course, from the fact that there are the normal mass media campaigns that happen, we will ensure that we do a lot of innovations below the line to make sure that we continue to engage and create awareness.
We are a very responsible brand and we have partnered with Pinkathon.
Pinkathon is a very novel idea and it talks to women, promotes a healthy lifestyle. It empowers women to take time out for themselves to remain fit and follow a healthy lifestyle.