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DTH News : Colors Plans Multiple Channels
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In little more than 1 year after its launch, the COLORS channel achieved the impossible - it dethroned STAR Plus channel's 9 year reign as India's number 1 Hindi GEC channel.

Since then, Colors has maintained its position as one of the top 3 Hindi GEC channels.

Having tasted sweet success, Rajesh Kamat, CEO, Colors, has set out to expand the company's horizons. He has declared that a single-channel set-up, Colors is moving on to becoming an entertainment network that will include foraying into the regional television space and an exclusive Hindi movie channel, just like Star and Zee.

MOVIE CHANNEL BY SEPT

Readers will recall that during 2010, Colors bought some expensive TV rights for several Hindi blockbuster movies. At that time, industry observers presumed that the movies were to be aired on the GEC channel - Colors. However, the larger plan of a separate movie channel has now been declared.

Reports are that the film channel, in all probability, will be launched in the first half of the new fiscal year.

The channel also has plans to get into film production and has already bought the Indian Film Company, which has produced Jab We Met and Singh Is Kinng.

CHANNEL DISTRIBUTION

In another strategic move, Colors has moved away from One Alliance, that was distributing the channel, and entered into a tie-up with Sun Network to form Sun 18, a distributing network.

"The distribution business is worth Rs 18-19 thousand crore of which broadcasters get Rs 3000-4000 Crore. So, rather than solely depend on advertising to generate revenues, it made sense to take up distribution," informs Kamat, who is also the CEO of Sun 18, North India.

Colors is the new kid on the block, and skeptics wonder if it can not only replicate its single channel success, but also scale up significantly with its ambitious plans ?

The next financial year, beginning March 2011 will provide a verdict.

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