ITV

Tag: non-fiction show

  • Colors’ ‘Khatron Ke Khiladi 12’ creates history and breaks records

    Colors’ ‘Khatron Ke Khiladi 12’ creates history and breaks records

    Mumbai: Stunt-based reality show, Khatron Ke Khiladi, has delivered yet another successful season with its action-packed content, breaking records across various mediums. The show was featured as the #1 non-fiction show in the category, receiving rave reviews across the globe and making Colors the #1 weekend destination with a 24 per cent market share, generating over five million conversations, including multiple organic trends on a weekly basis. The Rohit Shetty action extravaganza, which has had the highest reach for two years running, also has the highest average episodic reach on weekends.

    Colors launched a 360-degree high-impact campaign across platforms, with the aim of connecting with fans and giving them a first-hand experience of Khatron Ke Khiladi. An interactive Instagram filter was introduced, with a fun task to match expressions with their favourite contestants. The super cool filter clocked a whopping six million impressions. To bring the element of fear to life, Colors created harmless prank videos by tricking people in elevators through fake scenarios such as collapsing floors and silicon snakes.

    This was a major hit across social media where it garnered one million views due to the high shareability of the videos, which were an instant hit amongst the masses. Taking it up a notch, each contestant was innovatively introduced in stylized videos, which cumulatively garnered over 30 million views. There is much more to Khatron Ke Khiladi than meets the eye, and that goes behind the scenes in the making of the show.

    Taking viewers up close and personal, a larger-than-life BTS video of action master and host Rohit Shetty was posted, fetching more than six million views across platforms. Keeping the viewers hooked with engaging content and fun videos, including the contestants’ prepping and testing their reflexes with ‘Try not to flinch’, garnered more than 10 million views. The show had a consistent 80 per cent share of voice across the GEC sector and the highest among the shows in the GEC space on social media, with an overall one billion views and a 1.5 billion reach across social media platforms.

    Speaking on the success of Khatron Ke Khiladi 12, Viacom18 head – Hindi mass entertainment and kids TV network Nina Elavia Jaipuria said, “The grand success of Khatron Ke Khiladi is a testament to our commitment to provide wholesome entertainment to our viewers. Over the years, the show has set new benchmarks, broken records across platforms and is once again the number one non-fiction show in the category. It continues to be an exceptional showcase of unparalleled entertainment and a great platform for advertisers. As we continuously strive to entertain and innovate, we look forward to unwavering support from our viewers and advertisers.”

    The property has been a resounding success with advertisers as well, wherein the title sponsor Maruti Suzuki remains this season along with Amazon Prime, Spotify India, Hershey’s India, Oppo Mobiles India and more, who continued their partnership with the country’s highest rated reality show, and the powered by-charged by Thumps up, along with special status Kajaria Ceramics, Ching’s, among others, are some of the newer brands who have partnered this season.

    Khatron Ke Khiladi, airs every Saturday and Sunday at 9.30 p.m. on Colors.

  • Colors Tamil announces reality game show ‘Pottikku Potti’

    Colors Tamil announces reality game show ‘Pottikku Potti’

    Mumbai: Colors Tamil has announced the premiere of its new reality game show “Pottikku Potti: R U Ready?” The show will premiere on 3 April starting at 7 p.m and then from 9 April every Saturday and Sunday at 8 p.m.

    The show’s league format will pit prominent Colors Tamil artistes against each other amidst several challenges. The show features TV anchor, commentator Bhavana Balakrishnan as the host. She was previously the host for the show “Dance Versus Dance’ season 2.  Popular choreographer Baba Bhaskar will play the role of ‘super audience’ whose vote coupled with the audience’s votes will be added to the tally which will determine the last team standing.

    The show is centered around a task mechanism with artistes like actors Kushboo Sundar, Reshma Muralidharan, Madan, Darshini, among many others from the channel’s popular shows are split into two groups. The teams will have to pull the lever of the machine four times which suggests a task at the end of each spin. The players will then have to execute the command which includes dance performances, songs, quizzes, or other fun activities. The game concludes when each team completes its set of tasks. The one with the highest score will be declared the winner over the course of the show.

    “We are thrilled to announce the launch of our brand-new non-fiction reality game show, ‘Pottikku Potti: R U Ready?’,” said Colors Tamil business head Rajaraman S. “With this show, we strive to celebrate the diversity of our channel by bringing all of Colors Tamil Artistes under one roof. All our previous flagship non-fiction shows, like ‘Dance vs Dance’ season 2, have been phenomenal successes and we are certain that ‘Pottikku Potti’ will also scale new heights in the non-fiction space. Besides, with this show, we aim to keep our promise of delivering entertainment to our audiences in the form of quality programs.”

  • Laqshya Event Capital announces ‘Event Originals’ division

    Laqshya Event Capital announces ‘Event Originals’ division

    Mumbai: Laqshya Event Capital (LEC) has announced its expansion with the introduction of a new business vertical called ‘Event Originals’. This new vertical will see the creation of original fiction and non-fiction content connected to IPs owned by LEC.

    LEC’s newly appointed CEO Shyam Chhabria, previously the COO and head of branded content at the company, will be at the forefront of this diversification and expansion.

    This move has made the company the first mover in the space of event IPs to produce original content on a solid scale. It will be mainly created for OTT, digital, film, and other mainstream platforms, the company said in a statement of Thursday.

    A soon-to-be-launched IP will cater to the southern Indian music community producing non-fiction format series that covers music-rich landscapes of southern India. The series will feature famous celebrity mentors and rising singing talent across Tamil, Telugu, Malayalam, and Kannada languages, it added.

    Speaking about the vision of expansion, Shyam Chhabria said, “This move is in line with our vision to build well-rounded, 360 degree IPs. We want to build innovative and high converting content that audiences can relate to and brands can associate with. We aim to deliver customised and personalized customer experiences that are united whether offline or online. With this expansion in content, our goal is to create offerings for a wide spectrum of audiences, which will help us solidify our existing communities and play a role in developing new communities.”

    Elaborating on the expansion, LEC founder & director Deepak Choudhary said, “We are celebrating eight years of being in the event industry, and what better way to mark this milestone than to introduce new verticals. In the past eight years, we have had major success with our on-ground events and when the pandemic hit, we were able to seamlessly transition to virtual events. Today, we are confident to step into the world of digital content and hope to conquer this space with our original and innovative, IP-led content creations. We’re also thrilled to have an ace brand strategist like Shyam leading Event Capital as CEO on this new path. He has led major innovations across events and content and is sure to add immense value to our new avatar.”

    LEC recently joined hands with Mango People Media and together they will co-create content slates across different genres for ‘Event Originals’. Along with the content vertical, LEC’s IPs will also introduce interactive digital extensions, gamified options, and other experiential digital formats for its popular IPs.

  • ‘Kodeeswari’ doubled primetime slot viewership: Viacom18’s Ravish Kumar

    ‘Kodeeswari’ doubled primetime slot viewership: Viacom18’s Ravish Kumar

    MUMBAI: The Tamil adaptation of Kaun Banega Crorepati saw an interesting tweak – all the participants and the host are women. Launched on 23 December 2019, Kodeeswari brought out and continues to bring heart-wrenching stories of women contestant and aims to encourage and motivate them to fulfil their dreams.

    The channel says that its focus was on education and enlightenment rather than making money in this instance. Apart from grabbing eyeballs, the show also succeeded in strengthening the channel's relation with brands not on the facts of ratings but on the concept of spreading the message and inspiring viewers.

    Viacom 18 regional entertainment cluster head Ravish Kumar, in an interaction with Indiantelevision.com, explained the thought behind the tweaked concept of Kodeeswari, association with brands, viewership growth, marketing strategy, show’s performance on digital platform, and Colors Tamil’s roadmap in 2020.

    Edited excepts:

    What was the thought behind coming up with the all-women season of Koodeswari?

    Women give up their dreams for their loved ones, family or children and they live their dreams through them. We wanted to do a show as a tribute to women’s unconditional love and selfless sacrifices that they make every day. We didn’t want to come up with a quiz show with a celebrity host and Rs 1 crore as prize money. We wanted to do a show that would make some difference, inspires, motivates and creates a movement. We wanted to give the opportunity to the dreams that have been buried all these years. ‘Heart that beats for others should not skip a beat for itself’ that was our guiding principle behind the show that’s why we made it an all-women show. Despite Kodeeswari being all-women show, it is the family that has supported them to make their dreams come true. With the line ‘Choti si Asha’ we wanted to understand where did that go and why and we want to bring it back in women’s lives with the show.

    What is the marketing strategy for the show? How are you ensuring the reach of the show in remote areas to give more powers to women?

    It’s a function of where we do the audition and how do you get the word out. We were extensive in our audition and tried to cover every district in Tamil Nadu. Next time we will go even deeper. Every single person who has been on the show has a fabulous story. There was a contestant name Sushmita who was partially blind and I am happy to share that she is cured now. There are other people who have overcome the difficulties at multiple levels. Each story in many ways is very inspirational, turns society on its head and makes a positive difference to them; it’s an encouragement to others.

    With this format are you specifically trying to reach out to female audiences?

    The target audience is the family, we put it in the primetime slot from 8 to 9.30 pm and the viewership is across the board, it’s not just men or women, people are watching it together and the show is all about that.

    How is the show helping brands and advertisers?

    We have been very lucky to get a lot of sponsors even before the show began. The relation with brands got stronger as they realise it’s not about the ratings but about spreading the message, creating a movement and inspiring many others. I think it’s the message that will continue even if the show has gone off air. Brands are very proud and privileged to be part of Kodeeswari and we are equally proud and privileged to partner with them. We thank them for their support; trust in our vision and for standing by us. It’s going to work well for the brands which are associated with us as well as the channel. But the bigger side of this is, the show is very positive for the society which is what television is about, it is the opportunity to educate, entertain and enlighten. With Kodeeswari we are doing all this.

    Has the show also added in the viewership or subscription numbers?

    The channel has seen a growth in the slot in which the show is aired as well as in the overall channel.  The slot viewership has doubled and channel’s ratings is up almost 20 per cent. But more intangible is the conversations that we are having about the show and the difference it continues to make. More and more people are watching and we will continue to grow until the last episode. Subscription numbers are known once in a month and we are yet to get that after the launch of the show. Definitely there might be some growth but it's too early to say anything.

    How does format like Kodeeswari help a regional channel?

    We are a new channel and it’s an investment for us and the dividend will only come down the road as we continue to do more of such shows which truly make a difference and help us connect with our viewers. We did not do this show with an intention to make money; we did it to make a difference as we hold ourselves to socially responsible programming. That is what we try to achieve with Kodeeswari and other shows on Colors Tamil.

    How is the show doing on the digital platform?

    On digital, we continue to push the show in terms of anyone coming online and visiting our site. We have play along offered on VOOT. We also do extra footage that we air on the channel which helps to capture the journey of people even after they won money and went out of the show. We do a lot of extra content and give them the opportunity to engage. We look forward to user-generated content that we can share with others. It’s working on the multiple levels and the engagement will be growing over time.  It continues to grow every single day on digital and it’s my second-most visited show on the channel and will quickly become the first.

    Did you revise the ad rates for the show?

    Ad rates were not revised for the show; we are happy to be giving an opportunity to the people to partner with us for the show.

    Will the channel be coming up with a similar format in season 2 of Kodeeswari?

    We look forward to bringing a strong season 2 as well and like I said it’s a conversation that started and we will continue to keep having conversations through this or other shows both in fiction and non-fiction and basically every touchpoint that we have with Tamil viewers and viewers across all our markets.

    What is the roadmap for Colors Tamil in 2020?

    We entered the market in 2017, we made a meaningful mark already. We want to build on the momentum, i.e., to be differentiated and carry a message more than just pure entertainment.