I don’t feel that is a danger or trouble to us as our company’s vision is clear. If around 5 years down the line, OTT is more important. For this to develop might take a minimum of about 3-4 years according to me. Majority of viewers are not ready for non-linear streaming and still prefer linear streaming.
No matter what sort of OTT comes into picture, the only change happening is that linear content streaming is now becoming non-linear. I can tell one thing about this based on my experience. With OTT coming in, people predict that the clout of television will slowly reduce. Presently, Colors Kannada is in the range of 700 and Colors Super is now in the range of 170 GRPs. Everyone said that once Super starts growing, Colors Kannada will come down and it will lead to cannibalising. Last year at this time, Colors Kannada was giving about 650 kind of a reading in GRP while Colors Super was at 40 GRP. I might be the only head but the teams are separate. If a Zee, Star and Sun can compete against Colors Kannada, then why not Colors Super? The teams are different. There is competition between us and the other channels as well. Wouldn’t that make way for in-house competition between Colors Super and Colors Kannada?Ĭompetition is there. The marketing activities that we do for Bigg Boss would hold good for both the show and the channel. This is also the reason why we chose Bigg Boss to be aired on Colors Super this time. Although one of our channels is already on the top, we believe in taking Colors Super to that level too. We plan to make Colors Super among the top 4 GECs in Kannada. We are now focussing on Colors Super as Colors Kannada is now settled at its position.
We’re not that aggressive on the marketing front. I would say that programs are important to any channel but to some extent, marketing support is also necessary. This happened on April 26, 2015 and when we saw BARC ratings on April 29, Colors Kannada was the number one channel. That was actually the most satisfying moment of my life when ETV Kannada successfully transformed into Colors Kannada. Those creatives were conceptualised and shot by us. The complete creative of the re-branding was done in-house. Excerpts:ĭuring the channel’s rebranding from ETV Kannada to Colors Kannada, we saw a lot of noise being made about it. What is your marketing strategy now? With Colors Super being a young channel in the Kannada GEC market, Parameshwar Gundhkal, Business Head, Colors Kannada & Colors Super, shared his strategy of focussing on the marketing of Colors Super for the time being and how he plans to go about with the transformation towards digital that is happening currently.
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