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Economics of a TV Channel
Submitted By: Jaskirat Saluja (MBA-Communication Management)

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

Programming

Colors creates and produces its own programming.

Aim: To capture as much viewership share for the channel as possible and thereby prevent another competitive network a large chunk of that share. To block bandwidth on the television set as well as strengthen the channel's position for negotiation with the MSOs and cable operators

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

Strategies Followed

Lead-off: placing the strongest program in the first position of the daypart 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 strong programs Block Programming: placing programs of the same genre back-toback Tent-Poling: using the strongest program to anchor the schedule at 9 p.m. Counter-Programming: offering a programming slate that attracts an audience different from that of the competition

Shows
1. 2. 3. 4. 5. 6. 7. 8. 9.

Ranking according to Popularity: (Source:http://www.india-forums.com/tv-channel/70/colors/ ) Madhubala Na Bole Tum Na Maine Kuch Kaha Balika Vadhu Sasural Simar Ka Sanskar-Darohar Apno Ki Uttaran Bani-Ishq Da Kalma Nautanki-The Comedy Theatre Shaitaan-A Criminal Mind

Programming Schedule

Programming Schedule

Programming Schedule

Programming Schedule

Budget per show( Daily Soaps)

Since the UVP of colors is Jazbaat ke Rang, it has shows based 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 partly shot on foreign locations, So their budget increases significantly. The general break up of budget for different shows on High TRP General Entertainment Channel like Colors remains almost same.

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

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

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