GECs
Colors slots ‘Bigg Boss 9’ at 10.30 pm; brands iffy?
MUMBAI: Promoting the ninth season of its reality show Bigg Boss as ‘double trouble,’ Colors has piqued interest by slotting it late in the 10.30 pm band as opposed to the earlier 9 pm time slot.
However, the media planning and buying community as well as advertisers are somewhat skeptical about the new timing for the popular show fearing that viewership might go down in the 10.30 pm slot.
According to information available with Indiantelevision.com, the reason behind putting the show in the 10.30 pm slot was that Colors’ prime time shows Chakravartin Ashoka Samrat (9 pm) and Swaragini (9.30 pm) are doing exceptionally well in their respective time slots. WhileSwaragini has continuously managed to maintain its position amongst the top five progarmmes in Hindi GECs, Chakravartin Ashoka Samrattoo makes appearance in the top five every now and then.
“Changes in the time slot will definitely influence the viewership as well as the ad rates for the show. The ad rates this year are likely to go down as compared to last year’s rates. Brands are unhappy with the channel’s decisions as prime time gives more visibility to them,” said a senior media planner, on condition of anonymity.
Another media planner added, “The late hour time slot will certainly pose question marks on brands’ willingness to come on board as well as the ad rates pricing. But on the other hand, Salman Khan’s brand value has also gone up substantially. So while the time shift of Bigg Bosswill impact viewership and subsequently the ad rates in the initial periods, I feel that the broadcaster will pick it up by putting captivating content. Overall Bigg Boss will retain its charm.”
Colors has roped in SnapDeal as the title sponsor for the show, powered by Oppo Mobile India and driven by Maruti Swift.
While the opening episode of Bigg Boss 9 on Sunday, 11 October will be aired at 9 pm, subsequent episodes of the season will be telecast from 10.30 – 11.30 pm.
With Bigg Boss 9 being slotted at 10.30 pm, Colors will do away with the repeat telecast of Ishq Ka Rang Safed at 10:30 pm. On the other hand, Code Red in the 11 pm slot will also go off air, according to the sources. Whether the channel will reschedule the show is not known as of now.
With the tagline of ‘Double Trouble,’ Bigg Boss 9 and the new time slot does give some wind to the speculation that some of the show’s content may be risqué and not suitable for family viewing as per the country’s television guidelines. While the contestants’ antics coupled with Khan’s inimitable hosting style has managed to pack a punch more often than not, this season of Bigg Boss seems to promise doubled the fun.
That said, it will be interesting to see whether the change in time slot for Bigg Boss 9 will work for Colors or not and whether brands show the same enthusiasm for the show as for its previous seasons.
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.
