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General News Colors looks to build loyalty, aggregate viewership through ‘Ram Siya Ke Luv Kush'
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Colors looks to build loyalty, aggregate family viewership through ‘Ram Siya Ke Luv Kush’

MUMBAI: Hindi GEC Colors is all set to strengthen prime-time slot with the launch of its magnum opus ‘Ram Siya Ke Luv Kush’ on 5th August. The show will air every Monday to Friday at 8.30 pm.

Speaking to Televisionpost.com Viacom18 head Hindi, Kids TV clusters Nina Elavia Jaipuria said that the new show aims at bringing back variety. It is also about building brand loyalty and about being the place where the family can congregate which is important given that the majority of India is still a single TV home. The aim is to also bring back lapsed viewers. Mythology as a genre for her is important as it is a universal unifier. It cuts across all age groups.

“‘Ram Siya Ke Luv Kush’ is a show that can be watched by the whole family. It is very inclusive. The appeal cuts across generations. It also cuts across geographies. Viewers embrace this genre no matter which geography they are in whether they are in Metros or in tier 1 or tier two towns and cities. Therefore, it is a very important genre for us to dive into.”

She noted that 8:30 pm on weekdays is a competitive slot. “Let us not shy away from that. We do have audiences that are very loyal to shows that are currently on that slot. But like I said mythology cuts ice across families and age groups. Mythology will strengthen that slot for us. We have already strengthened primetime quite a lot on the weekdays with ‘Choti Sardarni’ for example from the heartland of Punjab which was our recent launch and has doubled our share at 7:30 pm. We then have ‘Shakti’ which is a show on social reform. We have ‘Bahu Begum’ which is nuanced in a very different setting and community.”

Colors had recently rejigged its early prime-time slot by launching a new show in 7.30 pm slot and extending the duration of one of its existing shows.

[Image: Himanshu-Soni-as-Lord-Ram-Shivya-Pathani...-cover.jpg]

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Airtel Digital HD Recorder / Kerala Vision Digital TV
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