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Colors firms up revival plans
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Quote:Colors chief executive officer Rajesh Kamat is ready to fight back. He will not drive in full gear yet but throw up pieces of his revival plan this July, hoping the first steps would take his channel closer to market leader Star Plus.

The worry clouding his brow is the sudden upsurge of Star Plus and the fall in ratings of his once top-rated show, Ballika Vadhu, the programme that redefined primetime television after KBC and the three Ks. He knows Uttaran, his other big show, can get a lift with a few changes in the storyline.

Balika Vadhu, which is also the perception leader for the channel, is taking a five-year leap. Kamat hopes the show will regain its lost glow and draw in new audiences.

The channel has also devised an interesting marketing strategy to push the show - it has selected three fresh faces to play the lead protagonist, Anandi, and the final choice is left to the viewers.

Historically, events like death or marriage of key characters have generated high interest among viewers, leading to a sudden peak in ratings. To up the ratings of its other flagship primetime property Uttaran, Colors has crafted a highpoint whereby the lead character Tapsya’s real expose will happen which will lead to the death of one of the key characters.

For its afternoon band, Colors is planning the second season of Kitchen Champion with star anchor Ronit Roy, soon after the first season. The show will also see a change in format.

ITV.COM
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