Colors doubles down on weekend programming with ‘The Big Picture’

The channel eyes a greater share of festive ad spends with the new show.

Mumbai: With few days left for the launch of its new show, ‘The Big Picture’, Colors TV is gearing up to cement its position as one of the most preferred weekend destination for TV viewers. The new launch builds on the success of its previous unscripted shows – ‘Khatron Ke Khiladi’, ‘Dance Deewane’ and ‘Bigg Boss’.

All set to launch this Saturday, 16 October, ‘The Big Picture’ will also mark the Television debut of Bollywood actor Ranveer Singh, who will host the quiz show based on general knowledge and visual memory. According to the channel, the new show will air between 8:00 p.m. to 9:30 p.m. on weekends followed by ‘Bigg Boss 15’ hosted by Salman Khan. With these two big entertainers, the channel hopes to see record viewership on the weekends.

According to Viacom18 - head of Hindi and Kids TV network Nina Elavia Jaipuria, Colors TV currently occupies 24 per cent market share in terms of viewership on weekends. “The pandemic has led to a trend where families are coming together to watch on TV. So, we are doubling down on the weekends with two big properties,” said Jaipuria. “There was a clear white space that we wanted to address for our viewers. Audiences have missed theatres for 18 months, so we brought Ranveer Singh, one of the most versatile actors in Bollywood, to drawing rooms.”

The 26-episode show will air over 13 weeks and feature multiple contestants vying to win the grand prize of Rs five crore. The show format is owned by ITV Studios Global Entertainment B.V and is produced by Banijay Asia and SKTV. “Everybody has been bogged down by the pandemic. So, when there was a programming opportunity at Colors, we took the show to them because the format encouraged audiences to play along,” said Banijay Asia - founder and chief executive officer Deepak Dhar. “And, there was a tremendous response for the digital auditions of the show that began in July.”

Viacom18 believes in a TV+ strategy and ‘The Big Picture’ format definitely has an interactive element, where viewers can ‘Play Along’ via the OTT app Voot. Apart from fixed commercial time (FCT) inventory, the channel is keen to take away a bigger share of the advertising wallet as the festive season spends grow bigger.

“It’s a win for advertisers because they won’t just engage with the audience via regular inventory on the channel but have the opportunity to customise and communicate their brand messaging and reach their customers in a clutter-breaking manner,” said Jaipuria ahead of the show’s launch. The show’s sponsors include BYJU’S, Bikaji, LIC, and Haier refrigerator.

The channel has cleverly incentivised audiences to engage with the show by adding monetary rewards for viewers. For example, there is an element called ‘India wale lifeline’, where a contestant may choose to ask a friend for help with a question. The show has made it such that the person who helps with the correct answer will also share in the prize money. “If I win Rs 100 by getting the correct answer, the person who helped me will get Rs 25” explained Jaipuria.

The channel has gone live with a multi-media campaign on 8 October across TV, digital, print, and a high decibel OOH campaign covering billboards, bus shelters, auto-rickshaws, and kiosks across cities like Bombay and Delhi and states like Uttar Pradesh, Madhya Pradesh, and Gujarat.

“We have the largest reach on TV with 121 viewers and a solid fanbase of 110 million on digital,” said Jaipuria. The show will be also promoted across Jio platforms which has a reach of 300 million. Viacom18 has also engaged with fans by sending them a personalised invitation from Ranveer Singh to catch the show premiere.

Latest Reads
Zeel-Invesco tussle: Bombay HC directs Zeel to call for EGM

Mumbai: The Bombay high court asked Zee Entertainment Enterprises Ltd (Zeel) to call for the extraordinary general meeting (EGM) requisitioned by Invesco Developing Markets Fund on Thursday. Zeel must inform the court of the EGM date by Friday morning.

Television TV Channels GECs
July-Sept TV ad volumes show highest spurt in 2021: Barc

Mumbai: Ad volumes on television continue to post healthy growth, with the July-September quarter registering 461 million seconds of advertising – which is the highest this year, as per Broadcast Audience Research Council (Barc) India’s July-September 2021 Ad Volumes - Special Festival Edition...

Television TV Channels Viewership
IN10 Media’s Gubbare supports child education with Smile Foundation

With the education of children impacted by the pandemic, IN10 Media Network’s kids channel Gubbare has joined hands with leading non-government organisation Smile Foundation to support its Shiksha Na Ruke campaign.

Television TV Channels News Broadcasting
Media tome throws light on the biz growth pre and post pandemic

The Indian media business is estimated to be a $19 billion industry in 2021, according to veteran business journalist Vanita Kohli-Khandekar. On 20 October, Khandekar inaugurated the fifth edition of her book ‘The Indian Media Business: Pandemic and After’ published by Sage Publications India at a...

Television TV Channels News Broadcasting
Aaj Tak Bangla's Durga Puja coverage goes beyond food and pandal hopping

Durga Puja is the time of the year that puts Bengal on the global itinerary of culture and festivities. For Bengal, Durga Puja is not just a festival but also a celebration of art, history, heritage, and homecoming.

Television TV Channels Regional
NTO 2.0: Times Network publishes new RIO

Mumbai: Times Network has published its reference interconnection offer (RIO) issued under telecommunications (broadcasting and cable) services interconnection (addressable systems) regulations, 2017 for all distribution platforms. The new RIO will be effective from 1 December onwards.  The tariffs...

Television TV Channels News Broadcasting
Red FM launches ‘Totka Chalao, India Ko Jeetao’ campaign for World Cup

Mumbai: Radio and entertainment network 93.5 Red FM has kick-started its World Cup campaign called ‘Totka Chalao, India Ko Jeetao.’ The campaign will be rolled out in 40 key markets across the country. Capturing the passion and craze of fans, Red FM will celebrate the ‘totkas’ and will have RJ’s...

Television TV Channels Music and Youth
AR Rahman returns as BAFTA Breakthrough India ambassador

Mumbai: The British Academy of Film and Television Arts (BAFTA) has announced AR Rahman as the Breakthrough India ambassador for another year as they invite a new round of applications in India for the programme. Supported by Netflix, this programme will be open for prospective talent across the...

Television TV Channels News Broadcasting
TV9 Network appoints Anshuman Tiwari as editor, Money9

Mumbai: TV9 Network has strengthened the leadership of TV9 Digital and appointed Anshuman Tiwari as editor of Money9. Veteran journalist Rakesh Khar will assume a larger role as business and economy editor of the network. Tiwari is a recipient of the Ramnath Goenka Award, the WAN-INFRA...

Television TV Channels People

Sign up for our Newsletter

subscribe for latest stories

* indicates required