Colors TV, Viacom 18

The Indian television scene is as cluttered as a market can be. A cursory glance at the TV offerings show the kind of diversity that Indian society has – channels for not just different languages, but also serving different niches within the broad umbrella of entertainment, spirituality, news, music & movies. If you add to this the formidable strength that Star Plus, Sony and Zee have built in the Hindi general entertainment sphere one would think that a new entrant in this sphere would struggle. The way 9x has failed to take off and NDTV Imagine has met with a lukewarm response further cements this perception.

That is exactly why the success of Colors is worth a second. Started by Viacom 18 (a joint venture between Viacom and Network 18) last year, this channel already has many of its shows topping the TAM charts. A look at its branding strategy may tell us why.

First the name of the channel itself: Colors. An arbitrary name at first glance, this is a self-descriptive. The use of the plural form itself distinguishes itself as a general entertainment channel – one which caters to multiple audiences. This is further emphasized by its tagline ‘Jasbaat Ke Rang’ (The colours of emotion) – which promises the shows that will target the entire spectrum of viewers.

A look at its logo also gives lots of insights. In every society yellow is associated with the sun - and hence optimism, warmth and happiness. Pink is youthful, fun and exciting. Purple, a mix of the passionate red and tranquil blue, evokes mystery, spirituality and sentimentality. The use of small caps in the entire title indicates openness, a welcoming attitude – of the kind that is preached by community websites like orkut or flickr for example. The leaf motif, is a connection to earth and a acknowledgment of roots and natural origin. The Viacom 18 rejoinder at the bottom of the logo is curious – it indicates an effort by the promoters to promote the parent brand (something they have not done with their other offerings: MTV, Nick and VH1). Usually the name of such an established parent adds to the credibility of the offering.

Such branding would be only as relevant as the offering itself. Colors does live up to its branding. It was launched with three big shows. Jai Shri Krishna catered to the mythology loving audience. Balika Vadhu a saas-bahu show with a difference – the bahu is an adolescent traces not just the scourge of child marriage, but also life rural India complete with its myriad traditions and customs. Fear Factor was a celebratory (Akshay Kumar) hosted show where young contestants were asked to perform a host of fun, exciting, scary and at time repulsive acts!

Shows since then have continued to deliver on the ‘colorful’ promise. If Dancing Queen is your regular dance competition, Rahe Tera Aashirvaad is about the power of devotion in the lives of a modern Indian family. Big Boss is the latest season of the Big Brother franchisee, Chhote Miyan is a fresh retake at the stand-up (this time by children). If Uttaran traces the life of a little girl living of the crumbs of another born with a silver spoon, then Mohe Rang De is drama set during the Quit India Movement.

By remaining honest with its branding Colors set the course for its success.