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06-04-2014, 10:17 PM #1
"I think Colors as a channel is mature!" - CEO Raj Nayak
The CEO of Colors’ Raj Nayak speaks about the ideas, strategies to flourish the channel well, fictional shows and more in a candid chat with us.
As the channel Colors is riding high in the TRP ratings it is competing with the other leading channels for showcasing the different content in its shows. It has been always observed that the channel's strategy is to make their shows better by highlighting socially driven issues in their shows.
The channel excels in terms of providing entertainment to the audience to the fullest as they have ample of non fiction shows varying in showcasing different skills of the contestants.
With the launch of the new season of dance reality show Jhalak Dikhhlaa Jaa Season 7, we got in touch with the esteemed CEO of Colors Raj Nayak to share about the various strategies to develop the channel, reality shows and more...
Mr. Nayak, you have always come up with new shows having different concepts like Jhalak Dikhlaa Jaa, 24 tele-series, India's Got Talent. So from where do you get these ideas?
I watch a lot of English television. Let me be very honest, it is not me who decides everything. It is the team that is there. We sit, we ideate, discuss what is required. We identify the need gaps of the channels. We see what will work in the Indian context. In some cases we acquire, in some cases we are home grown like Comedy Nights with Kapil is a home grown show. Besides that Mission Sapne is also a home grown show with an amazing concept. It is been loved by everyone.
You came with up two new shows Rangrasiya and Beintehaa. Do you make sure that your shows come on air after certain intervals?
There is no hard and fast rule. If the show is doing well we continue with it and if the show is not doing well, we know it is out which is very sad. But you have to do it because at the end of the day you are running a channel. But it all depends on how much time you think a show needs, which direction it is moving and also developing a new show takes time. So even if I decide I want to do a show, it takes me six months time for it to come on air.
We have seen Colors growing immensely in a short span of time. Today Colors is giving tough competition to other General Entertainment Channels. So what was your strategy behind this?
We have a fantastic team who are very passionate, very committed and very hardworking. We re-invent, we innovate and I think we are a channel that has the courage and the conviction to take big risks.
When we talk about hosts, why Drashti Dhami and Ranvir Shorey?
First we had Ragini Khanna and Manish Paul, then we had Manish Paul and Kapil Sharma and this time we have Drishti Dhami and Ranvir Shorey because you need to keep refreshing the show all the time and anchors play a very important role. People want to see something different all the time. We chose Drashti Dhami because she anchored Colors Golden Petals Awards for us and we saw how she is. She came across very well and then we said why not because she has also been the winner of Jhalak Dikhlaa Jaa season 6. We believe she understands the show, she has seen the journey of the contestants and she is a popular face. So Drashti was a thumbs up for us.
The team who interacted with Ranvir Shorey in Cape Town during Khatron Ke Khiladi said he is very funny, he is impromptu and he will be a good choice. So we spoke to him to host Jhalak Dikhlaja season 7. He too is a popular face.
What better and different will we get to see in Jhalak Dikhlaa Jaa season 7 when compared to earlier seasons.
This time we are going global. You will see dance forms that Indian dance shows have never seen before. You will see a difference in terms of Madhuri Dixit Nene, Karan Johar and Remo Dsouza, they will get a little more stricter. We are going to take the contestants out of their comfort zone. Also, we have an international Maksim Chemerkovskiy coming in. We have also come up with some kind of trance where we can come up with some kind of viewer engagement. So you will see a lot of tadka this season (laughs).
Over the period of time, we have noticed that Jhalak Dikhlaa Jaa is the only show whose judges are not getting into an argument. And also what made you rope in an international dancer and choreographer?
I think Colors as a channel is mature (laughs aloud). It is not only with the judges but the way we deal with our employees, the way we deal with our partners, producers. I think we share a very good relationship. And somewhere that percolates to people who work with us as well.
We wanted our judges to get stricter and someone who has an international perspective. So we thought why not get an international judge who will have its own point of view.
We have heard that the show Bani-Ishq Da Kalma which is just a year and few days over it old is going off air. Is it because of low TRPs or is it because you do not have the time slot for new shows.
Nobody wants to take a show off air. It is a very emotional decision to take a show off air. But then sometimes some shows work, sometimes some shows do not work. And it does not work because of the artists, sometimes it does not work because of the producer. For example, sometimes some movies just don't work. Some best movies get national awards but they just don't work. They don't necessarily do the box office. So when it doesn't do well at the box office then the cinema theater will bring the new movie then. Bani, I do not know when but that is the call that programming head will take. I do not think a call has been taken, not that I know of.