Television

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

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

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/11/25/salu.jpg?itok=nDg4LSZw

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/24/cineflix.jpg?itok=AnRh71wr
Cineflix Rights CEO Chris Bonney to retire in 2021

MUMBAI: Cineflix Rights CEO Chris Bonney is set to step down from the company next year, after eight years in the role. Bonney, who joined Cineflix Media’s sales and acquisitions arm in 2012, will retire mid-2021 following an extended period of transition when the London-based distributor will...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/24/tv9_0.jpg?itok=L3CzfVHP
TV9 Network forays into Bengal market

With the aim to further reinforce its regional dominance and consolidate its position as the number one news network in the country, TV9 Network has embarked on a massive expansion plan for both its linear television as well as digital news businesses in West Bengal.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/24/qq.jpg?itok=XwRnolJq
Vidnet attendee Richie Mehta wins Emmy for Delhi Crime

Netflix series Delhi Crime won the Best Drama Series at the 2020 International Emmy Awards. The series features Shefali Shah, Rasika Dugal, Adil Hussain, Rajesh Tailang in key roles and is based on the Delhi police' painstaking investigation in the 16 December 2012 gang rape case in the capital.

Television TV Shows Awards
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/24/book.jpg?itok=t-372_s6
From ream to reel: The boom in book to screen adaptations in India

MUMBAI: From golden age classics like Gone with the Wind and To Kill a Mockingbird, to the more recent young adult adaptations of the 2010s like The Hunger Games and The Fault in Our Stars, Hollywood has a legacy of churning out book to screen iterations.

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/24/idol.jpg?itok=z_A6mcnF
Sony Entertainment Television onboards multiple advertisers Indian Idol 12

Sony Entertainment Television (SET) is all set to unveil season 12 of its popular vocal talent hunt programme, Indian Idol. Produced by Fremantle Media, the show has successfully completed its first-ever digital auditions – Ghar Se Manch Tak Ka Safar – in the new normal.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/clement_schwebi.jpg?itok=jf7VY711
WarnerMedia integrates organisational structure in India, Clement Schwebig to lead

KOLKATA: WarnerMedia International has unveiled its new-look for India, southeast Asia and Korea organization and leadership, strengthening its position and commitment to the region. This unites WarnerMedia Entertainment Networks comprising the legacy Turner and HBO businesses with Warner Bros....

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/inda.jpg?itok=xKr7nLYb
Sony lines up 15 top-bill sponsors for India vs Australia series

KOLKATA: Sony Pictures Sports Network (SPSN) is all set to broadcast the highly anticipated India tour of Australia 2020 series starting 27 November, which will feature 3 T20Is, 3 ODIs and 4 Tests. The matches will be aired live on Sony Ten 1, Sony Ten 3 and Sony Six channels in India from 8.00 am...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/satya.jpg?itok=bhaMsTaE
Mathrubhumi, Kerala Government ODEPC collaborate for Future Gateway Webinar Series

NEW DELHI: Kerala-based  media group, Mathrubhumi initiated future gateway webinar series for keralites in association with Kerala government ODEPC (Overseas Development and Employment Promotion Consultants). The webinar series targeted job series abroad and was held as Facebook Live on mathrubhumi...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/22/tv.jpg?itok=-eOL7y38
Zee brings heartfelt campaign on this world television day

Zee TV, is commemorating world television day in a fashionable and heartfelt way. To celebrate this occasion, Zee has launched a TVC that celebrates our very own ‘family member’ fondly known as television set which quietly sits in the corner of the house.

Television TV Channels GECs

Sign up for our Newsletter

subscribe for latest stories

* indicates required