GECs
Balaji Telefilms’ ‘Naagin,’ a slithering success for Colors
MUMBAI: Balaji Telefilms’ fiction show Naagin has swiftly slithered above competition with its special effects, storyline and star cast. Just 30 episodes old, Naagin has left behind all the saas-bahu dramas and has been the number one show with maximum ratings proving to be a game changer for Colors.
In the first week of launch itself, the weekend fiction show Naagin overtook the top five programmes on Hindi general entertainment channels (GECs). Additionally, Naagin also became one of the first weekend shows, which totted more ratings than top rated weekdays shows.
A source close to the development informs Indiantelevision.com that the per episode expenditure of the show is between Rs 20 – 25 lakh. On the ad rates front, Naagin commands Rs 1.5 lakh for a 10 second slot.
Colors has roped in Chutki as the presenting sponsor for the show.
A media planning expert on condition of anonymity said, “Fifty per cent of the ad inventory must have been allotted to the sponsors and the remaining 50 per cent is what Colors is selling at around Rs 1.5 lakh per 10 second. My assessment suggests that from the 50 per cent, Colors could easily be raking in around Rs 50 lakh, which is a great number and that is why we are seeing multiple channels bringing in the same concept in different ways.”
Though the concept is not new to the audience, Balaji Telefilms’ portrayal of the story is commendable, which is what sets it apart from the others. The show is loaded with outstanding VFX effects, offering an authentic film-like experience, which only means more cost.
Another senior media planner opined, “Just because one show is working, we cannot generalise. Different genres are working so the content has to be strong, interesting and has to be told in a different manner. That said, if Naagin is working, it doesn’t mean that the supernatural trend is working on Indian television. It has a supernatural element but it’s all about the presentation and storyline, hence everything has to work together.”
As was earlier reported by Indiantelevision.com, Naagin glided to the numero uno position in the Top 5 programs on Hindi GECs with 15676 (‘000s) in its launch (week 44 of 2015) beating Star Plus’ prime time show Saath Nibhaana Saathiya, Zee TV’s Kumkum Bhagya, Colors’ weekday prime time show Sasural Simar Ka and Zee Anmol’s Ek Se Bhale Do. Naagin show saw a rise in ratings in its first day telecast in its second week (week 45) with 16,741 (‘000s) while on the second day telecast, the ratings fell to 12,761 (‘00os).
That said, according to the latest week BARC India ratings data (week 6 of 2016), Naagin is still comfortably coiled on top of the chart with 20680 (‘000s).
GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
