MUMBAI: A handful of individuals confined collectively in a constructing for days on finish, with little to no contact with the surface world. Name it lockdown or the premise of Colours’ marquee property Bigg Boss, whose season 14 dropped in October 2020, a time when individuals throughout the nation might relate to the present contestants’ (or inmates) plight like by no means earlier than. After 4 months, the present wrapped up; the journey was not straightforward, the stakes had been increased for the makers in addition to the contestants.
“It was undoubtedly a problem to launch a present comparable to Bigg Boss which is mounted on an enormous scale, particularly throughout the pandemic,” mentioned Viacom18 Hindi mass leisure chief content material officer Manisha Sharma. “There’s a considerable amount of crew concerned in producing the present and we needed to maintain their well being and security on the forefront once we made the choice to launch the season. It was an uphill battle however we managed it very well and had an amazing opening to the season.”
Nonetheless, the viewership numbers for the fact present, which runs on excessive drama and discord, had been less than scratch this time round. This was primarily because of the IPL, which swept up the stay sports-starved nation in its fervour and hogged the eyeballs and advert income. Regardless of the sluggish uptake for season 14, Sharma is happy with its efficiency, given the overarching circumstances. “We battled the competitors from the IPL quite nicely, prolonged the present once we noticed the numbers had been first rate and ended on a excessive observe. In a tricky 12 months, I really feel we exceeded expectations and we’re fairly pleased with the season,” she added.
Now, the channel is relying on the newly launched Dance Deewane season 3 to drive up the TRPs and advertiser curiosity. Produced by Desires Vault Media, Dance Deewane’s USP is that it doesn’t have a language or an age bar, acknowledged Sharma. Each as a present and as a model, the dance actuality present has strongly resonated with the audiences for the final two seasons.
“Regardless of a rollercoaster 2020, we but once more break the stereotypes round age and outline dance deewangi in a brand new avatar. The expertise and fervour of the contestants will encourage and entertain viewers throughout the nation. We’re constructive that on this season, the contestants won’t solely go away the viewers spellbound, but in addition the trio of latest judges – Madhuri Dixit, Tushar Kalia and Dharmesh Yelande – will take the present to newer heights,” enthused Sharma. The community has introduced on the quirky dancer, presenter and ‘King of Gradual Movement’ Raghav Juyal as host for his spontaneity, wit and humour. Colgate and Maruti Suzuki have come onboard as presenting sponsors and Cadbury Dairy Milk is the powered by sponsor. The channel goes all weapons blazing to make this version of the collection greater and higher.
There has at all times been a wholesome competitors within the tv panorama. However as a channel, Sharma remarked that Colours has at all times been very closely pushed by content material. The makers have continued to deal with reveals which can be idea and content material primarily based, and it has labored for it for essentially the most half. “Even with Dance Deewane, we’ve opponents with such unimaginable tales who’re such powerhouses of expertise that we aren’t too bothered in regards to the competitors within the present slot,” associated Sharma. All we’re occupied with is sharing the tales of those wonderful people, who cowl three generations, and offering them with a platform the place they will compete. If we will do this efficiently, that may be a win for us.”
Even with the IPL across the nook, she is assured of Colours’ capacity to carry its personal. The channel will proceed to boost its present fiction line-up with constant highpoints throughout all reveals. Whereas Dance Deewane will anchor the weekend non-fiction slot, the GEC has launched Bawara Dil on weekdays at 10.30 pm. It’s an adaptation of its Marathi sister channel’s Jeev Zala Yeda Pisa. Weekday fiction line-up might be additional strengthened with the debut of Udaariyan in March. Udaariyan follows the journey of two sisters from Punjab, the place the youthful sister’s dream turns into chargeable for upturning the lifetime of her elder sister. Moreover, a slew of latest thrilling experiments are within the pipeline.
“With our sturdy weekday and weekend programming line-up, we’re positive to guard our rankings from the IPL brunt,” Sharma asserted.
She added that viewers are appreciating your complete bouquet that the channel has laid out for them. It has Pinjara and Namak Issk Ka which had been launched throughout the lockdown. “The highpoints within the reveals are actually pulling in eyeballs. Kuch Toh Hai can be performing nicely within the fantasy fiction style. Bawara Dil is our most up-to-date providing, the Marathi model of the present has been an enormous hit and we predict the identical love and curiosity from the viewers for the Hindi model as nicely,” she detailed.
“We have now an amazing mixture of our present reveals in addition to new reveals that are doing actually fairly nicely with the viewers. And for the reveals the place we see the viewers’s consideration dipping, we’re fast on the uptake and make the required adjustments required to get the present again up,” she quipped.
Will probably be fascinating to see how the Colours’ weekday and weekend prime time programming fares come April, when the IPL unleashes a frenzy for cricket among the many populace.