How 'Bigg Boss', 'Chhoti Sardarni' are driving Colors to the top

Bigg Boss has also helped Viacom18 get viewership up on Voot.

MUMBAI: Reality TV shows have practically dominated television in recent years, but do channels really benefit by airing cost-intensive, star-studded, high-impact shows?

Colors Hindi – the GEC from the Viacom18 stable - seems to know the answer. And the answer is Bigg Boss.

In its thirteenth season, the Salman Khan-hosted show has once again helped the channel reclaim the top position in BARC India week 45 ratings in HSM urban prime time slot, with decent help from Chhoti Sardarni, which that completed 100 episodes earlier this month.

Launched on 29 September, Bigg Boss opened with a viewership of 6.9 million, making it the second-best launch in the category (year to date FY20 - YTD FY20). However, as the show progressed and viewers got familiar with the new contestants in its latest edition, its viewership saw a positive rally. Within six weeks of its launch, Biggg Boss has already reached 139 million viewers across India, according to data provided by the channel team.

In the latest two weeks - BARC week 44 and week 45 (26 October to 8 November) - data for which is available, Bigg Boss has emerged as  the number 1 non-fiction show on weekends and the undisputed slot leader on weekdays with 27 per cent market share in HSM Urban 2+ and 29 per cent market share in AB 15+ category.

Bigg Boss is not only leading its slot  (weekdays 2230 to 2330; weekends 2100 to 2200) but its huge-viewership during the last two weeks has also helped Colors regain the much-coveted number 1 spot in the crowded Hindi GEC market, according to channel data. 

On the weekends, however, as seen in the picture above, Bigg Boss is facing stiff competition from Sony’s Indian Idol and The Kapil Sharma Show.

Speaking on the success of Bigg Boss Season 13, Viacom18 chief content officer Hindi mass entertainment Manisha Sharma says: “Bigg Boss is doing very well - its popularity has only increased with the years. It opened with a viewership of 6.9 million on HSM Urban and has already reached over 140 million Indians, which is a very big number. On digital as well, the show is getting amazing numbers.  It’s the second-best launch this year in non-fiction shows.”

Notably, Bigg Boss has also helped Viacom18 in getting more eye-balls on Voot. “Voot had nearly 60 million monthly users. But since the launch of Bigg Boss, that number has shot to 80 million. Bigg Boss Kannada is also getting a lot of traction on Voot,” reveals Sharma.

She is also upbeat about reality shows despite the high-input capital required in their production.

“Reality shows are high-impact properties and almost every network in the world is investing in them. They generate a lot of impact and grab eyeballs, which attract big sponsors. Colors is doing very well with its impact properties. There is Bigg Boss, Fear Factor – Khatron ke Khiladi, Rising Star, and Dance Deewane. All these shows are doing very well.”

Colors ratings, however, have also been helped by a decent performance by Chhoti Sardarni. Based in a small village, Choti Sardaarni narrates the story of Meher, who is fighting for the rights and safety of her child. It has emerged as the number 1 show on Colors and is also a slot leader (weekdays 1930-2000), cornering a whopping 40 per cent market share in HSM Urban during BARC India week 42 – week 45. The show consistently features in the top five  fiction shows and became the number 1 fiction show in BARC India week 43 (17 October to 25 October).

Chhoti Sardarni has become the slot leader in its category within a short span of four months. It has finished 100 episodes but it feels like we have just started. The lead character, Meher already features in Ormax’s Top five loved characters and it happens to be the fastest character to enter the top 10 most loved characters across India on the Ormax characters India loves study. This is a testament to how much its characters are being loved by the viewers,” Sharma adds.

Together, these two shows have helped Colors reclaim the top spot in Hindi GEC in week 45. Overall, from week 38 to week 45, Colors was the number two channel in Hindi GEC Urban category. 

The Hindi GEC is a crowded space with the likes of Sony Entertainment, Sony SAB, Zee, Star Plus and Colors slugging it out for the top spot. While Colors was at the top spot in week 45, Sony and Star Plus aren’t much behind. In fact, all three channels (Sony, Star and Colors) have been at the top in Hindi GEC during the last two weeks, a testament to the tough competition in this category.

Sharma has no qualms in acknowledging the tough competition in the Hindi GEC category.

“Competition is tough in Hindi GEC but the stakes are even higher because of the size of the market. In a category like infotainment, the competition might be less, but then, revenue generation is also limited. On the contrary, Hindi GEC, despite being a highly-competitive and sometimes scary space, is a fun place to work as the size of the market is such that just the success of two to three  shows can guarantee you RoI,” she adds.

For now, Bigg Boss and Chhoti Sardarni, are proving to be just that. And while Bigg Boss can only run for a limited time, Sharma is clear that Chhoti Sardarni has a long way to go.

“Good shows like Kumkum and Yeh Rishta Kya Kehlata Hai have run over 1000 episodes. We have similar plans for Chhoti Sardarni,” she adds. “The Hindi speaking market is very aspirational and I think our shows will be able to capture that sentiment.”

Her tack seems to be working so far. And it can only mean a more colourful time for Colors in the days ahead. 

Latest Reads
ZEEL’s consolidated revenue stands at Rs 2048.7 crore in Q3 FY20

Zee Entertainment Enterprises Ltd (ZEEL) and its subsidiaries for the quarter ended 31 December 2019 on Tuesday. For the third quarter of FY20, ZEEL reported consolidated revenue of Rs.20,48.7 crore. EBITDA was Rs.5,65.8 crore with an EBITDA margin of27.6 per cent.

Television TV Channels GECs
NBCUniversal India gets Sangeetha Aiyer as marketing head

Former head of marketing: Network18 Digital, Sangeetha Aiyer, has been appointed as the head of marketing, NBCUniversal India. She will be responsible for the marketing, digital and promotional strategy of Universal Pictures theatrical products in India.

Television TV Channels People
Sony Pictures Networks opts for on-ground promotion for Australian Open 2020

Massification being the end objective, Sony Pictures Networks (SPN) is planning to go big in promoting the prominent sporting events that will take place this year. Moreover, the broadcaster also revealed the new on-ground campaign initiatives to promote the first grand slam of the year to Indian...

Television TV Channels Sports
Animal Planet’s unveils new series ‘The Lion Kingdom’

MUMBAI: Animal Planet has been dedicated to bringing to the fore incredible stories from the animal kingdom. Taking yet another step in this direction, starting 27 January, at 9 PM, the channel is all set to premiere an incredible 10-part series ‘The Lion Kingdom’ which will take viewers at the...

Television TV Channels English Entertainment
Colors to premiere 'Naati Pinky Ki Lambi Love Story' on 27 Jan

MUMBAI: Colors will bring heart-warming love story Naati Pinky Ki Lambi Love Story from 27 January. The show will trace the journey of Pinky who is short but feisty, a fighter but also a dreamer, perceived as flawed but hope to find her true love.  Produced by Bodhi Tree Multimedia, Co-powered by...

Television TV Channels GECs
In Memoriam: Arnab Chaudhuri

While there was an immediate sense of shock and sadness throughout the industry, soon people from across the world started sharing their condolences while reminiscing the good times that they have spent working or collaborating with the Arjun director and how he inspired so many of them.

Television TV Shows Animation
CNBC-TV18 unveils pre-budget programming line-up

MUMBAI: CNBC-TV18, India’s leading English business news channel, unveils a special programming line-up for the upcoming Union Budget 2020. Revolving around the theme of ‘Going for Growth’, the channel seeks to capture the financial and political fervor of the Union Budget 2020 through its incisive...

Television TV Channels News Broadcasting
Sudipto Nandy to head product- General News of

News18, one of India's leading television broadcast networks, has seen a meteoric rise across languages in users and revenue over the last 12 months. To further drive efficiencies across News18 digital properties and to help foster a leadership position across all languages, Sudopto Nandy has now...

Television TV Channels People
Kiski Dilli with News Nation

MUMBAI: 2020 has just begun and the political temperature has already soared over the fever-pitched battle of the Delhi Assembly Elections. All eyes are on who will rule the heart of India. Delhi will vote for the 70-seat State Assembly on February 8. The winner in this war will be known only on...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories