Colors bets big on game show Bingo

Written by fe Bureaus | Mumbai | Updated: Jan 20 2010, 04:41am hrs
Colors, Viacom 18s general entertainment channel (GEC) is all set to launch Abhishek Bachchan in their first ever game show Bingo, which premiers on January 23 on the television channel. Colors, known for exploring new content from Balika Vadhu and Uttaran is the first channel to come up with a show where the entire nation can play either by coming onto the sets or just by sitting at home.

The show will have 13 episodes, and Idea Cellular Ltd is the presenting sponsor. According to industry reports, the advertising on the show is being sold at a premium of Rs1.5-2 lakh for 10 seconds, as opposed to regular inventory on Colors, which is sold for up to Rs1.2 lakh. Colors, post its launch in 2008 has brought the television rating points (TRP) of the one time No. 1 Star Plus. The channel is currently giving a tough competition to other GEC players like Zee TV, Star Plus, Sony and NDTV Imagine. Bingo being aired at the 9 p.m. slot it will compete with Music Ka Maha Muqqabala (Star Plus), Mahi Way (Sony) and Dance India Dance2 (Zee TV) in terms of the TRP. Interestingly, according the latest TAM report (Jan 3-9) among these shows, it is only Dance India Dance 2 that has occupied the sixth position among the top ten shows during he second week. On the non-fiction front, the channel has attained the number one position by acquiring shows like Bigg Boss and Fear Factor from content production company Endemol India.

Talking about the show, Ashvini Yardi, programming head, Colors said, The unique aspect of the show is that television audiences can play the game sitting at home. With this show we plan to add variety to our weekend programming. Sam Balsara, Sam Balsara, CMD, Madison World said, With the past experience of the channel being on the top slot, it will definitely give neck to neck competition to the other channels.

However, it musty be noted that presence of a top star is not enough to pull up the ratings of any channel, since it solely depends on the content.

Currently, in week (Jan 3- 9) Colors is ahead in the TRP race with 289 points, followed by Star Plus at 275, Zee TV at 268, Sony at 151, followed by NDTV Imagine at 91. One month prior to the launch of Bingo, the channel had been running a teaser campaign featuring Abhishek Bachchan referring to aaram classes leading to a website called abhishekaaramclasses.com, which does not divulge any details either.

For the availability of the tickets, viewers can download it from the aaraamclass website. The channel has also partnered with newspapers like Times of India, Hindustan Times, Dainik Bhaskar and other regional newspapers where the tickets will be available. Idea subscribers can download the ticket from their mobiles and the channel will be distributing tickets through various mediums like dabbawalas, at railway stations, colleges and so on.

The format of the show is based on the international game owned by Fox Television Studios India Pvt Ltd. According to industry reports, the main sponsor Idea is investing Rs 7 crore for the show and the associate sponsor Maruti Suzuki is shelling out Rs 3 crore.