Colors’ love for celebrities continues as it has roped in Mallika Sherawat to judge Chak Dhoom Dhoom.
Rajesh Kamat, CEO, Colors, has many reasons to smile. From a single-channel set-up, Colors is moving on to becoming an entertainment network that will include foraying into the regional television space and an exclusive Hindi movie channel, just like Star and Zee. “We cannot depend only on one channel for success,” says Kamat. Incidentally, the year 2010 saw Colors going all out to buy film rights for its upcoming movie channel. The film channel, in all probability, will be launched in the first half of the new fiscal year. The channel also has plans to get into film production and has already bought the Indian Film Company, which has produced Jab We Met and Singh Is Kinng.
In another strategic move, Colors has moved away from One Alliance, that was distributing the channel, and entered into a tie-up with Sun Network to form Sun 18, a distributing network. “The distribution business is worth Rs 18-19 thousand crore of which broadcasters get Rs 3000-4000 crore. So, rather than solely depend on advertising to generate revenues, it made sense to take up distribution,” informs Kamat, who is also the CEO of Sun 18, North India.
As for the fluctuations in the positioning of the channel —it lost its leading position to Star Plus recently — Kamat argues that it is part of the game and as long as they are in the top bracket comprising three players, garnering eyeballs and making profits, it doesn’t matter. Colors is banking on the new shows to stay on top. From issue-based shows, the channel is moving towards serials based on prominent personalities, such as Phulwa, which is loosely based on the life of Phoolan Devi.
The channel started the trend of screening a film within 45 days of its theatrical release with Ajab Prem Ki Ghazab Kahani, and has Golmaal 3, Guzaarish and Tees Maar Khan in its kitty. Interestingly, most of the films whose rights are pre-sold have room for re-negotiation after its box-office performance. There were reports of a steep reduction in the prices of Kites and Raavan. Kamat, however, says that re-negotiation is never disproportionate. “There is only a 10-15 per cent mark up or mark down in and around the figure agreed,” he says.
In another strategic move, Colors has moved away from One Alliance, that was distributing the channel, and entered into a tie-up with Sun Network to form Sun 18, a distributing network. “The distribution business is worth Rs 18-19 thousand crore of which broadcasters get Rs 3000-4000 crore. So, rather than solely depend on advertising to generate revenues, it made sense to take up distribution,” informs Kamat, who is also the CEO of Sun 18, North India.
As for the fluctuations in the positioning of the channel —it lost its leading position to Star Plus recently — Kamat argues that it is part of the game and as long as they are in the top bracket comprising three players, garnering eyeballs and making profits, it doesn’t matter. Colors is banking on the new shows to stay on top. From issue-based shows, the channel is moving towards serials based on prominent personalities, such as Phulwa, which is loosely based on the life of Phoolan Devi.
The channel started the trend of screening a film within 45 days of its theatrical release with Ajab Prem Ki Ghazab Kahani, and has Golmaal 3, Guzaarish and Tees Maar Khan in its kitty. Interestingly, most of the films whose rights are pre-sold have room for re-negotiation after its box-office performance. There were reports of a steep reduction in the prices of Kites and Raavan. Kamat, however, says that re-negotiation is never disproportionate. “There is only a 10-15 per cent mark up or mark down in and around the figure agreed,” he says.
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