SRK, Salman are massy & classy: Raj Nayak
Since its inception in 2008, Colors channel has provided path breaking and though provoking content. With a myriad of shows across fiction and non- fiction, there’s one person to thank for that- Raj Nayak, CEO (Colors).
With an expertise in TV ad sales, this 48 year old CEO has revolutionized the way audiences perceive content. Says Raj, “We are targeting the masses. There’s a lot of classiness in our shows. We’d think of a Salman Khan or Shahrukh Khan as the face of our channel because they represent mass with class”.
As the no.2 GEC across the nation, Colors has a wide reach with 150 million people in 162 countries glued to the channel. “We identify what content is on channel because people expect different kinds of things from us. We never stick to doing only one thing. Even in fiction for example, we have one show like Madhubala and one like Balika Vadhu. We have variety and we experiment with new formats. We have awards and then we have progressive shows like Bigg Boss and Khatron Ke Khiladi”.
But after all, they are a GEC (General Entertainment Channel). “The whole idea is without tinkering the DNA of the channel, we focus on content keeping in mind what works. People have a perception that GECs should do only one kind of programme but this is a mind set problem. We have something like Yuvraj’s film called Picture Abhi Baaki Hain to a Femina Miss India (2013). I believe that a GEC channel is a wholesome, entertainment channel that should be educative and entertaining. We also have a social responsibility”.
Adding, ‘Our channel is about empowering women. When we will telecast Femina Miss India 2013, we at Colors believe that a Femina Miss India is more than a pageant. It’s also about aspirations and we can maximize those aspirations”.
But responsibility comes with its own challenges, “We are a challenger brand and we lead the way. Initially, it was easy because we were the 10th players to enter the market. We had nothing to lose. But four years down the line, the risk taking ability becomes lesser the higher you go”.
Known to target rural India from its early beginnings (With shows like Balika Vadhu and Na Aana Is Des Laado), the channel has come a long way with the focus now shifting towards urban India with concepts like Madhubala and the recently held People’s Choice Awards (India) and beauty pageants like Femina Miss India (2013). Colors continues to surprise, enthrall and entertain!