Economics of a TV Channel:Colors

7/27/2019 Economics of a TV Channel:Colors

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Economics of a TVChannel

Submitted By: Jaskirat Saluja (MBA-Communication Management)


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+Channel Description

TV Channel: Colors

Channel Genre: GEC

Channel by Viacom 18 Media Pvt Ltd (a joint venture between

Viacom Inc and Network18)

Shows range across genres fiction-based social family

dramas, fun-filled chat shows, high-voltage action reality

shows, and blockbuster Hindi movies.

Unique Value Proposition:Jasbaat Ke Rang


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+Programming

Colors creates and produces its own programming.

Aim:

To capture as much viewership share for the channel aspossible and thereby prevent another competitive network alarge chunk of that share.

To block bandwidth on the television set as well as strengthenthe channel's position for negotiation with the MSOs and cable

operators

To attract smaller advertisers onto a national platform andcorner some more share of a brand's ad spends or just offerthe smaller channel as a value addition to mega brands.


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+Strategies Followed

Lead-off: placing the strongest program in the first position of thedaypart to attract the largest possible audience

Lead-in: placing a strong program before a new or weaker show

Hammocking: placing a new or weaker show between two strongprograms

Block Programming: placing programs of the same genre back-to-back

Tent-Poling: using the strongest program to anchor the scheduleat 9 p.m.

Counter-Programming: offering a programming slate that attractsan audience different from that of the competition


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+Shows

Ranking according to Popularity:

(Source:http://www.india-forums.com/tv-channel/70/colors/ )

1. Madhubala

2. Na Bole Tum Na Maine Kuch Kaha

3. Balika Vadhu

4. Sasural Simar Ka

5. Sanskar-Darohar Apno Ki

6. Uttaran

7. Bani-Ishq Da Kalma

8. Nautanki-The Comedy Theatre

9. Shaitaan-A Criminal Mind
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+Programming Schedule


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+Budget per show( Daily Soaps)

Since the UVP of colors is Jazbaat ke Rang, it has showsbased on Social issues like child marriage, widow remarriage;family dramas, shows on NRIs, comedy shows etc.

The Daily Budget of a Daily Soap on Colors varies from Rs.2,30000 to Rs.5,00,000( Breakup in further slides)

Some shows like Sanskaar-Darohar Apno ki have been partlyshot on foreign locations, So their budget increasessignificantly.

The general break up of budget for different shows on HighTRP General Entertainment Channel like Colors remainsalmost same.


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+Budget per show( Daily Soaps):

Pre Production

Script writer with dialogs-Rs.8,000.

Lyrics-Rs.3,000-8,000

Director-Rs.20,000.

Asst. director- Rs.5,500-19,500

Music- Rs.15,000


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+ Budget per show( Daily Soaps):

Production

Location charge-Rs.15,000- 100000( in case of Foreign Location)

Artists: Lead Actor and Lead Actress-1+1= 2*(20000-30000)=Rs.40000-60000

Other Characters-3+3 = 6*(5000 to 20000) = between Rs.30000 to Rs.1,20000

Extra character (small) = (1000 to 2000) *10= Rs.10000-20000

Costumes charges- Rs.7,000

Camera- Rs.8,500

Asst. camera- Rs.2000

Lightings- Rs.2,500 -12,250

Transport charges- Rs.6,500

Make up man with material- Rs.3000-5000

Food charges for 30 people (Including snakes and tea) Rs.3000-4000


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+Budget per show(Daily Soaps): Post

Production

Graphic design and title- Rs.5,000.

Editing including Rerecording charges- Rs.10,000.

Dubbing charges- Rs.6,000-20,000

Tax- Rs.15000

Producer margin 15%- Rs.25,000

Economics of a TV Channel:Colors

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