Colors dominates most effective launch campaigns list in 2011: Ormax

MUMBAI: Viacom18’s flagship Hindi general entertainment channel (GEC) Colors has delivered the best fiction launch campaigns in 2011 across Hindi GECs, while Kaun Banega Crorepati (KBC) on Sony Entertainment Television (Set) was the top non-fiction launch campaign of the year, reveals a study from media research and consulting firm Ormax Media.

In the fiction shows ranking, Colors controls the top three positions and a total of four spots in the top 10 list. As per the study, Phulwa, Mukti Bandhan and Sasural Simar Ka were the top three campaigns, while Parichay was on number six.

Set’s Parvarish was on number four, while Kuch To Log Kahenge was at number seven.

Interestingly, genre leader Star Plus’ only one fiction show – Diya Aur Baati Hum – figured in the list at fifth place. The last three spots were captured by Zee TV’s Hitler Didi (No. 8), Life OK’s Mahadev (No. 9) and Imagine TV’s Dharam Patni (No. 10).

In the non-fiction list, Set has three shows in the top 10, including KBC at the top spot. Bigg Boss Season 5 (Colors) is a close competitor to KBC, in terms of their launch impact.

Set’s X-Factor India was at number five while Maa Exchange was at ninth place.

Colors, Imagine TV and Star Plus shared two shows each while Life Ok’s Sach Ka Saama also featured on the list.

The ranking of the best launches of fiction and non-fiction Hindi GEC shows has been derived from Ormax Media’s awareness tracking tool Showbuzz, which measures the awareness levels of new shows across various Hindi GEC channels. This ranking is a measure of the effectiveness of the campaign, irrespective of how the content fared thereafter.

Top 10 non-fiction show campaigns:

Kaun Banega Crorepati Sony
Bigg Boss Colors
Zor Ka Jhatka Imagine TV
Sach Ka Saamna Life OK
X-Factor India Sony
Khatron Ke Khiladi Colors
Ratan Ka Rishta Imagine TV
Just Dance Star Plus
Maa Exchange Sony
Wife Bina Life Star Plus

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