News Headline
Guest column: TV Analytics on Colors Tamil
Viacom’s entry into a new regional market with channel Colors Tamil has made big news since its launch in February this year. With its sampling phase for content still running, the channel’s performance has a dynamic impact on the regional television landscape. We studied the key viewership metrics for Colors Tamil over a month and found interesting content preferences among “core audiences” – a segment determined by individual exposure to TV content.
What kind of impact does Colors Tamil have on the industry? What does “core audience” analysis mean for broadcasters competing for higher share of eyeballs, and how can media planners leverage this data?
Colors Tamil is among Top Ten most watched Tamil channels
Despite airing much lesser amount of content compared to veteran players, Colors Tamil has earned a spot on the top ten most watched Tamil channels in just three months after its launch. Calculated by number of minutes spent by unique individuals, viewership share for the new channel reveals that Colors is a fast-growing contender in the Tamil segment on TV.
Top performing content on Colors Tamil: Matrimonial show woos maximum viewership
An analysis of top performing shows by viewership share (minutes viewed) revealed that 53.30% share went to Enga Veetu Mapillai, a matrimonial show similar to Hindi entertainment’s ‘Swayamvar’, hosted by South Indian actor Arya who also doubles up as the brand ambassador for Colors Tamil. Ranked second is Naagini with 21% viewership share, a Tamil dubbed version of Ekta Kapoor’s hit TV series on Colors TV (Hindi).
The success of both Enga Veetu Mapillai and Naagini suggests that trends in popular culture hold true across different language markets. The challenge lies in identifying the pulse of entertainment running across different ethnic markets. This can be derived by diving deep into content consumed by unique socio-cultural regions (SCRs) via TV audience research.
Overlap studies among ‘Core’ Colors Tamil audiences: What else do they watch on TV?
Overlap studies were conducted to see what else Colors Tamil audiences watch on TV, helping to further profile the channel’s viewer-base according to content preferences. These studies were conducted purely among the channel’s “core audiences”, people who watched the channel for more than 30 minutes during the analysis period.
The author is the VP of Data Insights at Zapr Media Labs.T he views expressed here are his own and Indiantelevision.com may not subscribe to them
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
