Colors TV Channels states that they offer a spectrum of emotions to its viewers and aims to defy entertainment in India by touching people on-air, on-line, on the ground and in shops and through movies.
Named as Viacom’s flagship brand, the Colors TV Channel appeals to a multi-platform, multicultural and multi-generational audience and became national when it launched in the United States in January of 2010.
In the United States, the channel is officially named “Aap ka Colors” and is a 24 hour premium TV channel available on satellite, cable and digital media. Interestingly, “Aap ka” is Hindi for “you” which definitely reflects the brand’s goal of pleasing the viewer by ensuring they have many choices for entertainment.
In early 2011, Raj Nayak, a media industry veteran of 25 years, joined Colors TV Channel as CEO replacing the former CEO, Rajesh Kamat. Nayak’s Media background certainly gives Colors TV Channel a competitive advantage. According to Raj Nayak, “Colors today is very distinct from every other player in the market and that’s our biggest brand strength.” Nayak remains the current CEO.
As written on Viacom’s website, “The channel celebrates the spirit of entertainment by bringing together a wide array of shows creating everlasting relationships with the discerning audiences in India and across the globe.” TheColors TV Channel has a long list of various types of genres and formats in which to view. From web exclusives, mythology, fiction, Bollywood movies and news, this television channel has much to offer to its broad range of audiences and they are continuously appealing to new audiences by always offering more entertainment. The Colors TV Channel brand is “all-inclusive” and strives to always be relevant and relatable which makes this channel’s brand stand out among the crowd of other general entertainment channels.
Among their list of Hindi television serials and Indian Live Tv Channels shows such as “India’s Got Talent”, Comedy Nights live and “Naagin”, which was ranked as the number 1 Indian TV Serial of April 2016 by the Broadcast Audience Research Council (BARC). In February 2016, the Colors TV channel, who reduced their advertising time by 40%, reached the number 1 position according to BARC ratings beating Zee TV and Stars Plus, two of Colors TV channel’s strongest competitors. While being number 1 is extremely important to the brand, their goal is to always deliver the unexpected to their viewers.