How Colors Marathi grabbed the market? Indian television has witnessed tremendous transformation in the last few years. First of all, the number of channels has increased significantly. It all started with a single digit count of general entertainment channels in the 1990s and today, we have more than 500 channels across almost every genre. Secondly, all the major Indian channels have embraced High Definition output in the recent years. This has definitely enhanced the experience of TV for viewers. Thirdly, Hindi is no more dominant on Indian television with the launch of general entertainment channels in all major languages spoken in the country. All these changes indicate that Indian television is not afraid of the advent of the internet as an alternate means of entertainment. Indian television is well-prepared to tackle the everincreasing competition posed by the internet. After all, it plays an important role in binding the family together with its family shows, which is impossible over the internet. So, as the internet caters to the people who love to consume entertainment privately, Indian TV is more of a mass entertainer with family as its target unit. Most of the Indian TV channels undertake the strategy of targeting the women. This gender specific targeting seems to be quite weird, but there has been evidences that it works. In India, women form the largest demographic among the regular TV viewers. They follow TV shows quite religiously and this is what show makers want – audiences with whom they can engage for years. However, Viacom 18 had long realised that they were not able to tap the rural markets. After a lot of research, they came to the conclusion that they need to launch general entertainment channels of national quality in regional languages too. When Colors Marathi was introduced, its only competition was the general entertainment channels in Hindi. The Marathi channel started commissioning programmes, which could relate with the emotions of the people of Maharashtra. It did not take too many days for Colors Marathi to become the most admired general entertainment channel in the region. Viacom 18 implemented the same strategy in other states too and it has been successful for them in most of the places. One such channel is Colors Kannada, which is undoubtedly the most popular channel in Karnataka. To ride on this success, Colors Kannada started making their own versions of the popular programmes of Colors such as Big Boss. Today, Big Boss Kannada earns the greatest TRP for Kannada TV industry.
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