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Tag: Sony Entertainment

  • Why OTT only is proving to be a boon for SonyLiv’s Shark Tank S04

    Why OTT only is proving to be a boon for SonyLiv’s Shark Tank S04

    MUMBAI: There’s been some sort of negative noise around Sony Pictures Network India’s decision to stream Shark Tank India only on SonyLiv and take it off television completely Some chatter on the internet has it that the program had a reach of 700 million in its previous season. (700 million wow!; Sony you should have charged your clients a helluva lot more).

    Taking it off television has meant a loss of eyeballs for advertisers who are paying more, is what the doomsayers are alleging. And in the process a loss of sales for some who are coming on the show pitching the sharks for investment. As well as for sponsors and advertisers on the show. 

    Great arguments! The rebuttal is that not even the IPL gets 700 million eyeballs over an entire season; and that’s for India’s favourite past time – cricket. Then a recently-concluded much bigger show Bigg Boss  (to which Shark Tank can be compared even after stretching one’s  imagination  to breaking point)   managed just 200-odd million eyeballs over an entire season. That too after showcasing round-the-clock-behind-the-scenes action in the Big  Boss house. 

    Sony Entertainment TV, would be around 35 million subs or homes for the whole channel. Which basically with average 4 viewers per home, the reach would be 140 million. Shark Tank may get about about 20 per cent of all these viewers on TV giving us approximately 28  million viewers. 

    So this 700 million TV viewer is not just an exaggeration, but a massive overestimation.

    With 33 million subs  (each sub will have at least two or three  viewers) – B2c and B2B2C (telco bundling) and the free content window (AVOD); most of the TV viewers have now shifted to OTT. Thus, SonyLiv is now on course to hit close to 100 million viewers for Season 4 of the show. 

    Now is it a right decision to have a SonyLiv exclusive?

    SonyLiv also had the following figures made public for season four.  

    “SonyLiv’s  Shark Tank India 4 has redefined the entertainment landscape, breaking records since its exclusive OTT launch on 6 January 2025. The season has seen a remarkable 40 per cent  surge in connected TV (CTV) viewership and 22 per cent more users tuning in to watch as compared to the previous season. Additionally, the platform has witnessed a 27 per cent increase in engagement as compared to season 3, indicating how bold pitches, unique ideas, and innovation have captivated millions of viewers.

     One of the standout successes of this season has been the incredible 100 per cent user growth in 42 Tier 2 markets, demonstrating the show’s deep connection with aspiring entrepreneurs and viewers from small towns, creating significant impact. The platforms’ exclusive streaming model has proven to be a game-changer, amplifying the reach and engagement of the show across the nation. Shark Tank India 4 continues to inspire, empower, and elevate entrepreneurs, bringing groundbreaking business ideas to the forefront.”
     

  • One Health Assist appoints Divya Dixit as chief growth officer

    One Health Assist appoints Divya Dixit as chief growth officer

    Mumbai: One Health Assist has announced the appointment of business strategy veteran, Divya Dixit, as chief growth officer. In this role, Divya will be responsible for spearheading the organisation’s innovative growth initiatives, driving revenue generation through strategic partnerships and multi-channel marketing efforts, both in domestic and international markets.

    With over 25+ years of diverse experience in growth marketing, digital transformation, and business expansion, Divya has previously worked with leading organizations such as Alt Balaji, ZEE5, Saregama, Tata Docomo, Star TV, UTV, Sony Entertainment, and Barista Coffee. Her ability to scale businesses and transform brands has consistently delivered impressive results across sectors, establishing her as a leader in growth-driven roles. At Alt Balaji, under her four year leadership tenure, it witnessed a stupendous business growth, growing from a seven crore topline to a 110 Crore.

    As the CGO, Divya’s mandate focuses on driving business to consumer revenue for the brand and strategic business collaborations as well as focus on wellness and ecommerce divisions. Her role will encompass creating and executing growth-driven strategies that expand the company’s footprint in India as well as International Markets, ensuring the brand’s continued upward trajectory.

    One Health Assist founder Davinder Bhasin expressed his enthusiasm about her appointment, saying, “We are thrilled to welcome Divya onboard as our Chief Growth Officer. Her exceptional portfolio in scaling companies through growth as well as strategic initiatives speaks for itself and she will play a crucial role in our vision to be the market leader as we enter this dynamic phase in the healthcare sector.”

    One Health Assist co-founder Karan Arora added, “Divya’s proven track record of driving growth across diverse industries speaks volumes. As a forward-thinking healthcare ecosystem, One Health Assist will rapidly establish its market presence and Divya’s fresh perspective will be key to revolutionizing healthcare ecosystem”

    Speaking on her new role, Dixit said, “I’m excited to join One Health Assist at such an inflection point for the healthcare sector. Leveraging my experience across industries and startups, I look forward to driving top line initiatives that will further One Health Assist’s mission to revolutionize healthcare through digital transformation as well as driving incredible consumer experience. The brand is uniquely positioned to be an industry leader, and I’m eager to be a part of this growth curve.”

  • Sony Entertainment Television presents ‘Pukaar – Dil Se Dil Tak’ Drama

    Sony Entertainment Television presents ‘Pukaar – Dil Se Dil Tak’ Drama

    Mumbai: Adding the vibrant flavour of Rajasthan as a new hue of entertainment to its fiction slate, Sony Entertainment Television presents viewers Pukaar – Dil Se Dil Tak. This compelling drama echoes a family’s heartfelt ‘pukaar’ to find each other and reunite despite the circumstances. Showcasing a diverse representation of women with compelling characters and an edge-of-the-seat plot, Pukaar – Dil Se Dil Tak is co-powered by Fortune Premium Kachi Ghani Pure Mustard Oil, and will premiere on 27 May 2024, airing every Monday to Friday at 8:30 PM.

    Set against the backdrop of the Pink City, Jaipur, this narrative weaves the tale of love, loss and redemption, and traces the journey of a desolate mother, Saraswati (Sukhada Khandkekar), and her steadfast hope of reconciling with her lost daughters – Vedika, (Sayli Salunkhe), and Koel (Anushka Merchande). Tragically separated by a wicked scheme, the paths of Saraswati, Vedika, and Koel will unknowingly converge once again under unexpected circumstances and together, they must confront Rajeshwari Maheshwari (Sumukhi Pendse), the antagonist of the show who tore their family apart.

    Produced by Studio LSD, “Pukaar – Dil Se Dil Tak” puts the spotlight on the poignant bond shared between a mother and her daughters, and the power dynamics of a large business family driven by a headstrong matriarch. Delving into the complexities of familial relationships and the enduring power of love to overcome any obstacle, Saraswati and her daughters must stand united against all odds, proving that nothing can break the ties that bind a family together.

    “Pukaar – Dil Se Dil Tak” premieres on May 27th, 2024, and will air every Monday to Friday at 8:30 PM on Sony Entertainment Television

    Comments:

    Sony Entertainment Television, Sony SAB, Sony PAL, and Sony MAX Movie Cluster business head Neeraj Vyas Pukaar – Dil Se Dil Tak is an entertaining drama that underscores Sony Entertainment Television’s content strategy to engage with women. Introducing a compelling and emotional story set in the milieu of Rajasthan, the show explores themes of love, family, and revenge. With an exceptional team of writers, directors, production experts, and a stellar cast, we’re committed to delivering narratives that deeply resonate with our audience.

    Studio LSD producer  Prateek Sharma

    Pukaar Dil Se Dil Tak brings to life the poignant story of a mother yearning to unite with her daughters. This narrative captures the depths of hope, love, and resilience – emotions that everyone can connect with. It also brings alive the dynamics of various relationships that will capture viewers’ attention in this intriguing family drama. 

  • Sony TV presents ‘Shrimad Ramayan’: A timeless spiritual journey

    Sony TV presents ‘Shrimad Ramayan’: A timeless spiritual journey

    Mumbai: Poised to capture varied audience segments across the length and breadth of India, Sony Entertainment Television brings viewers Shrimad Ramayan, an epic that holds immense significance and narrates the life and teachings of Lord Ram in its purest form. Having introduced audiences to some of Indian television’s most memorable characters across clutter-breaking shows, the channel is now opening the doors for a new generation to experience the beauty and wisdom of Lord Ram’s journey and is committed to curating differentiated content that holds mass appeal with this saga. The show is co-powered by AU Small Finance Bank, Fortune Fresh Chakki Atta and Rajdhani Besan, with Special Partners – Quick Heal Antivirus and Bikaji, while Nirma and Cremica Tomato Ketchup come on board as Associate Sponsors. Shrimad Ramayan premieres on 1 January 2024 and will air every Monday to Friday at 9 PM, only on Sony Entertainment Television.

    To bring Shrimad Ramayan to your television screens, Sony Entertainment Television has joined hands with Swastik Productions, well-known as one of the biggest storytellers in Indian television, which has consistently curated content with larger-than-life production values. Swastik has deep-dived into the very roots of Indian culture, history and legends, and will bring alive this story that chronicles the ultimate triumph of good over evil. An ensemble star cast of actors Sujay Reu (Lord Ram), Prachi Bansal (Mata Sita), Basant Bhatt (Lakshman), Nirbhay Wadhwa (Lord Hanuman), Nikitin Dheer (Ravan), Arav Chowdharry (King Dashrath) and Shilpa Saklani (Queen Kaikeyi) amongst others breathe life into these iconic characters with their impeccable acting skills. The attention to detail in the costumes, a mega set design, and visual effects will further enhance the viewing experience, transporting the audience to the enchanting world of Ayodhya and Lanka.

    This sacred saga resonates deeply with the cultural fabric of India and its enduring appeal lies in the universal themes it explores—duty, sacrifice, love, and loyalty as well as the vices of greed, deceit, and ego.

    Shrimad Ramayan premieres on January 1, 2024, at 9 PM, only on Sony Entertainment Television

    Comments:

    Sony Entertainment Television, Sony SAB, PAL, and Sony MAX Movie Cluster business head  Neeraj Vyas

    This is not just a show; it is our attempt to bring the essence of our rich heritage into the homes of millions and create a shared experience for families across the nation. The learnings of this distinctive epic are relevant even today and resonate across generations, emphasizing the importance of family values and the significance of relationships. As we embark on this divine journey with Swastik Productions, we are committed to crafting an authentic and immersive experience for the viewers.

    Swastik Productions and the creator of Shrimad Ramayan founder Siddharth Kumar Tewary

    Bringing one of the biggest epics to life is not just a creative endeavour but a profound responsibility. The launch of ‘Shrimad Ramayan’ signifies a commitment to quality storytelling with meticulous research and seamless execution. I am delighted to partner with Sony Entertainment Television and together, we look forward to the retelling of this timeless narrative that resonates deeply with viewers, fostering a renewed connection with our cultural heritage and values. I am thankful to amazing talent which is helping me create this – the star cast and the production crew which is working tirelessly on this mega project.

  • TIPS Industries onboards Kiran Dcruz as senior vice president for brands and partnerships

    TIPS Industries onboards Kiran Dcruz as senior vice president for brands and partnerships

    Mumbai: TIPS Industries Ltd. (TIPS), a leading player in the music and entertainment industry, today announced the appointment of  Kiran Dcruz as senior vice president for brands and partnerships. In his new role, Kiran will lead the strategy for the TIPS Music brand and build collaborative partnerships between brands, artists and music.  

    With over two decades across various sales and business head roles in the TV, Radio and Music industry, Kiran Dcruz will bring his deep understanding of the entertainment sector to his new role. His expertise in strategy, music licensing, content creation and team management aligns seamlessly with TIPS Industries’ commitment to innovation and growth. Prior to joining TIPS Industries, Kiran served as head of brand Partnerships at Sony Entertainment Talent Ventures, where he played a pivotal role in setting up India’s first Metaverse consulting company for Brands and Talent.  

    Chairman and managing director, Kumar Taurani said, “We welcome Kiran to Tips Industries. We leverage his extensive experience to drive strategic brand initiatives and expand the company’s footprint in the evolving entertainment and media landscape. This is in line with our commitment of delivering 30 per cent growth to our investors”

    TIPS Industries C.E.O Hari Nair mentions “Kiran is an experienced creative professional who has a proven track record in ideating and creating great partnerships between music, artists and brands. His expertise aligns very well with our objectives of opening up new revenue streams for Tips. I wish him the best”

    TIPS Industries senior vice president of brands and partnerships Kiran Dcruz said, “I’m delighted to become a part of TIPS Industries, a goldmine of music content. Tip’s music is working wonders now & it’s the perfect time to re-imagine opportunities and create music experiences through strategic brand partnerships. I look forward to contributing to the revenues & growth of our company”

    Kiran has previously worked with brands like MTV, Fever, Red FM, Radio One and Sony Music Entertainment, handling multiple roles.  At Sony Music Entertainment, he was the director of brand partnerships and music Licensing for eight years and was instrumental in setting up the Brand vertical. This was followed by his role as head of brand Partnerships at Sony Entertainment Talent Ventures prior to joining TIPS Industries.

  • SonyLiv begins registration for ‘Shark Tank India: Season 2’

    SonyLiv begins registration for ‘Shark Tank India: Season 2’

    Mumbai: After a stupendous success of season one, Sony Entertainment Television’s “Shark Tank India” produced by StudioNxt has opened the registrations for its second season from 30 April on SonyLiv.

    With a rapidly changing business environment, India’s dynamic start-up culture has seen innovative ideas that are triggering revolutionary changes. Bringing forth entrepreneurs scattered all over India with innovative business propositions and products.

    Firing up the business growth engine with 85000+ phenomenal entries, the first edition of “Shark Tank India” successfully paved the way for budding entrepreneurs from all walks of life where the Sharks invested Rs 42 crore across 67 businesses. Whether you are a home entrepreneur, business owner, start-up or just have a business idea, here’s your chance to realise your business dream and scale it.

    The first edition of “Shark Tank India” celebrated the distinctive spirit of entrepreneurship including Jugadu Kamlesh’s KG Agrotech, a multipurpose bicycle for farming; Duvvuru Varshitha’s healthcare start-up Vivalyf Innovation’s non-invasive glucometer; ‘Annie’ created by Tinkerbell Labs; Sulay Lavsi’s Bummer, an Indian comfort wear brand; Skippi Ice by, Ravi Kabra and Anuja Kabra or ‘Momo Mami’ Aditi Madan’s BluePine Foods, amongst many others.  

    Following is the four-step process to register for the show:  

    Step 1 – online application

    Download or update the SonyLiv app and fill the Shark Tank India Season 2 registration form by following the instructions mentioned on the app. Mention your business idea. If you hook the Shark Tank team with your idea, you will proceed to the next step.

    Step 2 – the pitch

    In this stage, the Shark Tank team will get to know the applicants and their business ideas better. The applicants will have to tell the team what makes their business idea extraordinary and why is it worth investing in! This will have to be done in the form of a compelling video pitch (three min long) which will decide whether the idea is worth making the cut on “Shark Tank India Season 2.”

    Step 3 – the audition

    The selected applicants will go through a round of auditions with the Shark Tank team which will be the penultimate step towards making it big with the second season of Shark Tank India.

    Step 4 – the Shark tank

    This is the ultimate test of perseverance. The selected applicants or the ‘Pitchers’ in this stage will find themselves face-to-face with the ‘Sharks’ or the investors who will understand, assess and make an offer based on the applicant’s final ‘pitch.’

  • Disney inks massive deal with Sony to stream ‘Spiderman’ & other films

    Disney inks massive deal with Sony to stream ‘Spiderman’ & other films

    NEW DELHI: After months of see-sawing and multiple rounds of negotiations, Disney has signed a deal with Sony Pictures that will allow Disney+ to stream Spiderman and other Marvel properties in the United States after they play on Netflix. Disney revealed that it will also add a significant number of Sony films to Hulu, the subscription video-on-demand service fully controlled and majority-owned by The Walt Disney Company. 

    Apart from Spiderman, Disney has also acquired streaming rights of hundreds of Sony Pictures movies including Jumanji and Hotel Transylvania. Some other movies that will be included in the deal are Marvel's Morbius, Brad Pitt's action thriller Bullet Train, and the new instalment in the Bad Boys series. 

    According to the new arrangement, Disney will be able to stream Sony movies that include Spiderman and Venom beginning 2022. After the theatrical screening, these films will be streamed on Netflix for an 18-month period and will be later streamed on Disney+ or any other Disney platforms. 

    The development comes close on the heels of Netflix inking a deal with Sony Pictures earlier this month to stream the latter’s movies after the first window of theatrical release. Similar to the Netflix deal, the new pact between Sony and Disney covers only the US market. 

    The deal between Sony Pictures and Disney was wrangled by Disney Media and Entertainment Distribution head of business operations for ABC, Freeform, FX Networks, and acquisitions Chuck Saftler, and Sony Pictures Entertainment president of worldwide distribution and networks Keith Le Goy. 

    "This landmark multi-year, platform-agnostic agreement guarantees the team at Disney Media and Entertainment Distribution a tremendous amount of flexibility and breadth of programming possibilities to leverage Sony’s rich slate of award-winning action and family films across our direct-to-consumer services and linear channels. This is a win for fans, who will benefit from the ability to access the very best content from two of Hollywood’s most prolific studios across a multitude of viewing platforms and experiences," said Saftler in a recent statement. 

    Keith Le Goy said, "We are thrilled to team up with Disney on delivering our titles to their viewers and subscribers. This agreement cements a key piece of our film distribution strategy, which is to maximise the value of each of our films, by making them available to consumers across all windows with a wide range of key partners.'' 

  • Industry veteran Sudesh Iyer picks up strategic equity stake in Vistas Media Capital

    Industry veteran Sudesh Iyer picks up strategic equity stake in Vistas Media Capital

    MUMBAI: Media tycoon and ex co-founder of Sony Entertainment Television (SET Satellite Singapore) Sudesh Iyer has picked up a strategic equity stake in Vistas Media Capital (VMC) for an undisclosed amount.

     Iyer, based in Singapore, is an industry veteran with stakes in multiple businesses in the media and entertainment space across the region. He ran a successful advertising and an ad-film production company which he started in 1980. In the early 90s during the Gulf War, Iyer along with his friend Sushil Shergill set up a television network called ACE TV and they later entered into a joint venture with Sony Pictures Entertainment to set up Sony Television Network. Being the original founders of Sony Entertainment Television, Iyer ran the content arm of the network, producing more than 10,000 hours of content. A serial entrepreneur, Sudesh Iyer has incubated several start-ups in the health care, information technology, manufacturing and logistics sectors.

    The strategic equity stake in VMC by Sudesh Iyer creates winning synergies across multiple axes for the company, which has big plans to increase its investments into India in the media and entertainment space while it continues to diversify into North America and Middle East. Together, they intend to launch a movie fund which will invest into both receivable financing as well as gap funding of projects. The fund will initially have an India focus and will expand into southeast Asia.

    Vistas Media Capital is headquartered in Singapore and led by Abhayanand Singh – NRI banker turned media entrepreneur and has amongst other media stalwarts, the likes of former Viacom18 CEO Raj Nayak, on its advisory board.

    VMC most recently announced the merger of its NASDAQ listed SPAC Vistas Media Acquisition Company (VMAC) with Abu Dhabi based leading music streaming platform Anghami on Nasdaq in a deal valued at approximately $220 million. Sudesh Iyer was a part of VMAC from the very beginning.

    Spotify competitor Anghami is the largest music streaming platform in the Middle East and North Africa (MENA) region with over 70 million registered users and 57 million songs. Anghami has become the first Arab tech company to list on NASDAQ and VMC is a trailblazer in the red-hot SPAC space in South East Asia.

    VMC through its wholly owned subsidiary Golden Ratio Films currently holds investments and IPs in over 14 films and series in India and Hollywood. VMC’s content pipeline, presently at different stages of production spans across 25+ films and web series IPs cutting across Bollywood, Hollywood, and Indian regional cinema, which will form the company’s slate for the next three years.

    Vistas Media Capital group CEO Abhayanand Singh said, “We are very excited to have Sudesh Iyer as a part of our company as it validates our vision which he has bought into and at the same time he brings in many decades of experience and network in media amongst multiple other winning attributes. His presence on the advisory board and mentorship will surely help the company expedite its growth in this dynamic space.”

    In 2021, VMC will be launching a regional indian language over-the-top (OTT) super app, starting with Marathi language, which will be a one stop platform for films, series, music, live streaming, theatre, literature and podcast. This will be further expanded to other languages such as Gujarati, Bhojpuri, Bengali, and Punjabi in due course.

    VMC co-owns with Motion Content Group (a GroupM company) and Film Critics Guild of India, two prestigious award IPs – Critics’ Choice Film Awards and Critics’ Choice Short & Series Awards.  

    The South Asian Film Market (SAFM) and Singapore’s South Asian International Film Festival (Sg.SAIFF), which is in its fourth edition, are also part of the VMC portfolio.

    Iyer added, “I am very excited to join a group of young entrepreneurs who are trying to bridge the gap between creativity and finance. They have a vision which is very well articulated through their recent developments and they are an agile team which is tracking the evolution of the merger of media and technology.”

  • BARC week 14: DD National leads in urban, rural and pay platform

    BARC week 14: DD National leads in urban, rural and pay platform

    MUMBAI: In week 14 of BARC India ratings, Sony SAB is the only Hindi GEC which continues to hold its position. When most of the channels are slipping down in the urban and rural market, Sony SAB and Sony Entertainment Television are seeing holding their respective position on pay platforms. Compared to last week, Zee has slipped down to tenth position in the urban market while Colors has moved out of the top ten channels’ list in the rural market. Week 14 witnessed growth in DD Bharati's viewership. The channel jumped to third position in the urban market and fourth position on pay platform. Last week, DD National was leading in the urban market, and pay platform this week the channel is also leading in the rural market.

    DD National, Dangal, Big Magic, Sony SAB, DD Bharat, Sony Entertainment Television, Star Utsav, Star Plus, Zee TV and Zee Anmol were the top ten channels in the rural market.

    Pay

    In the urban market, the top ten channels were DD National, Sony SAB, DD Bharati, Sony Entertainment Television, Dangal, Colors, Star Plus, Star Utsav, Big Magic and Zee TV and in week 14 of BARC India ratings.

    Urban

    DD National, Dangal, Big Magic, Sony SAB,  DD Bharat, Sony Entertainment Television, Star Utsav,  Star Plus, Zee TV and Zee Anmol were the top ten channels in the rural market.

    Rural

    On the free platform Dangal, Big Magic, DD National, DD Bharati, Manoranjan Grand, DD Madhya Pradesh, DD Uttar Pradesh, DD Rajasthan and DD Arunprabha were the top nine channels in week 14 of BARC ratings.

    Free Platform

     

  • How ‘Bigg Boss’, ‘Chhoti Sardarni’ are driving Colors to the top

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

    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.