Rajesh Kamat, CEO of Viacom18's Hindi GEC Colors, has a clear mandate - to ensure his upcoming channel a position amongst the top 3 players in the category within a year of launch.
In a genre where Colors is the 10th entrant, Kamat has his task cut out and will have to bring to bear all the experience he garnered in earlier stints as MD of Endemol India and senior VP commercial & business planning at Star India.
What would you term as the core TG for Colors?
In a GEC, the 15 to 34 is what gets you your first one third. The 25 + is where the loyal audience starts. What we're doing is, we're getting the early adaptors and the initiators in the first phase. Once we get that, we've made our entry into the single TV households. That's when you start consolidating. And the consolidation phase is actually your 25+ female. Though males would come in, that consolidation phase would focus on the female.
That aspect of your programming focus is not reflected in either Fear Factor or in Mohe Rang De, the two shows that have been showcased thus far?
So you will have a big band for movies?
But where will they come from? Isn't the market more or less locked in as far as movie titles are concerned?
Your entry into viewer mind space will therefore be with these tent pole shows and movies?
But while doing this, we will have the conventional shows that we believe will compete in the long running rating game.