Supernatural & folklore based content hold mass appeal: Colors' Manisha Sharma

The Programing Head of Colors throws light on the upcoming shows on Colors include Kawach…Kaali Shaktiyon Se, Shakti - Astitva Ke Ehsaas Kii, 24: Season 2, Jhalak Dikhhla Jaa and Shani

Raushni Bhagia | Mumbai | May 16, 2016

Manisha Sharma

With the top show in the Hindi GEC flock - Naagin - nearing its planned culmination, the host channel, Colors, is all set to bring in another supernatural story in the same time slot. Meanwhile, reality shows keep on coming from Viacom 18's flagship channel. While Naagin has created a mark for itself in the weekend primetime band, it is also true that the stories of magic and black magic have been incorporated in many a show plot on the channel.

BestMediaInfo.com interacted with Manisha Sharma, Programing Head, Colors, to understand how the channel plans to move ahead on the content strategy front. Excerpts:

Recently, Balika Vadhu and Ashoka have undergone time leaps. Is the channel planning a whole refresh around the storylines? Will we be seeing more?

At Colors, our aim is to keep our audience engaged by providing them with meaningful entertainment. A leap in the storyline is introduced to nudge the story forward and showcase a new chapter in the lives of its protagonists. While on Balika Vadhu, the leap highlights the advent of a new journey as Nandini becomes a doctor and overcomes the stigma of her past, in Chakravartin Ashoka Samrat, the leap showcases a new phase in Ashoka's life which shaped his personality and made him 'Chand'. The leaps are planned at strategic points in the storyline which will pique audience interest and keep them engaged. For now, Balika Vadhu and Chakravartin Ashoka Samrat are the only two shows featuring leaps. In case we plan more, we will make an announcement for the same.

How effective it is to shoot at various locations outside the regular sets? As for Ashoka, will that happen again to bring the same look and feel after the leap?

Shooting outdoors is a positive investment option for us because it enables us to set the perfect context and backdrop for a show. With Ashoka, we have constructed the show's sets at ND Studios in Karjat to create an ideal setting to bring alive the rustic quality of the Mauryan era. A leap is not a pre-requisite for an outdoor shoot; a lot of our shows feature external locations and visuals which add to the overall appeal of the show.

What kind of marketing campaign needs to be strategised for the promotion and awareness of such changes – leaps and changes in actors – on the channel?

Every show is supported by an integrated marketing campaign focusing on traditional and digital platforms.

Apart from Kawach and Kasam (already launched), any new concepts of content which are being planned?

We have an interesting line-up of concepts in the pipeline. Apart from Kawach… Kaali Shaktiyon Se which delves into exorcism, we will be launching Shakti – Astitva Ke Ehsaas Kii, a show which focuses on discrimination between two daughters of the family, and Shani – a show based on the life and times of Lord Shani. 24: Season 2 will also bring in a fresh concept which has not been explored on Indian television in the past. We will also be airing GIMA and the 17th IIFA Awards which will be held in Madrid (Spain) in June this year. Jhalak Dikhhla Jaa is also around the corner.

Is the channel getting into the 'supernatural' niche with similar tracks on Sasural Simar Ka, Nagin, Kawach? Even Swaragini had a supernatural storyline for some time?

At Colors, it is our endeavour to showcase a mix of concepts and genres which would entice viewers to sample and regularly tune-in for our bouquet of offerings. The supernatural trend, for us, is another genre that the audience enjoys watching on a regular basis, its root being in the folklore and myths that have been passed along for generations. However, while some shows feature this angle to their storyline, there are a multitude of other propositions including Thapki, Ishq Ka Rang Safed, Udaan, and Balika Vadhu among others which offer a varied palette of options for our viewers.

Any consumer insights on which age group or TG is consuming this type of content more? Is it males or the skew still remains tilted females?

Supernatural and folklore-based content hold mass appeal, while for the general entertainment genre at large it is a combination of male and female viewership.

Naagin has been a runaway success for the channel. Do you plan to build more fiction weekend properties, taking advantage of the slot? Like for Kawach, what kind of expectations does it bring for the channel?

With Naagin, we have created and strengthened the 8:00 PM slot on weekends to feature hour-long fiction properties. Having built this slot, we will be launching Kawach in the same time band. And, as is the case with every new show, this one too comes with its own set of expectations. As a channel, we are definitely expecting that Kawach will match Naagin in terms of ratings and audience feedback, and are working towards creating a strong proposition for the audiences.

Any new format of reality shows can be expected from the Colors stable, now that you already have a portfolio of tried and tested reality shows? Will the portfolio expand anytime soon?

We are always on the lookout for new and innovative content that will grab audience attention and build the channel's position as a premier Hindi general entertainment destination. However, currently, we do not have any new formats in the pipeline.

Info@BestMediaInfo.com

Info@BestMediaInfo.com