News Colors' main focus is on Urban India only

Technoglitch

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While BARC’s rural data reveal that the free-to-air (FTA) channels are gaining big in comparison with the mainline Hindi general entertainment channels (GECs), Colors remains unperturbed and is unveiling one big property after another. After launching ‘Bigg Boss 9’ and announcing the second season of ‘24’, it has now unveiled the seventh season of ‘Khatron Ke Khiladi’. Colors CEO Raj Nayak says, “Our focus is on urban and LC1 markets, not on rural India. We want to remain India’s leading premium Hindi entertainment channel, so rural is something that is really not bothering us.”

But Nayak is quick to add that the channel will not be tweaking content. “If rural happens by default, it’s great, but we can’t tweak content for two Indias. It can be either urban or rural; one can’t do both. We are not going to change our strategy, as we have to focus on what we are good at. I don’t want to be niche—I want to be mass, but I also want to be upmarket,” he asserts. It does not mean, however, that the network will completely sideline the rural market. Its second Hindi general entertainment channel Rishtey (FTA) will focus on rural and the programming will be attuned to the needs of rural viewers. “At the end of the day, we are running a business, and I am not here to say if I’m No. 1 or 2. I am here to say if I’m running a profitable business. Advertisers spend maximum in LC1 and urban areas. Rural is still a very small spend.”

http://www.televisionpost.com/television/colors-will-not-tweak-content-for-rural-india-says-ceo-raj-nayak/ | TelevisionPost.com
 
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