Colors has witnessed a steady surge in viewership (TRP metric) over the past year.
Viacom18’s Colors, renowned as the premium Hindi entertainment channel, has solidified its position as the leader among Indian and Pakistani viewers in the United Arab Emirates (UAE). Achieving the No. 1 ranking in the Hindi General Entertainment Channel (GEC) category, as per IPSOS TRP rating data for February ’24, marks a significant milestone for Colors.
This accomplishment underscores the channel’s consistent growth trajectory fueled by strategic programming and marketing endeavours, establishing Colors as the preferred destination for captivating television experiences, said the company.
Governed by a strategy of relentless growth, Colors has witnessed a steady surge in viewership (TRP metric) over the past year. Notably, it has secured the top spot as the #1 Hindi GEC among Indian and Pakistani viewers in the UAE during primetime slots for the last five months (Oct’23 to Feb’24, 6 pm to 12 am). Additionally, it has held the position of #1 Hindi GEC among Indians for the past six months (Sep’23-Feb’24).
Govind Shahi, Executive Vice President and Head of International Business at IndiaCast Media, said: “We are delighted to lead as the premier Hindi GEC channel in the UAE. This achievement reflects the steadfast support of our viewers and the dedication of our teams in curating compelling content that deeply resonates with our audiences. We remain committed to enhancing the viewing experience by introducing an enriching line-up of shows and movies, ensuring that Colors continues to be the preferred entertainment destination for our viewers in the UAE.”
Colors’ recent programming revamp in February has significantly contributed to its success. The flagship dance reality show, Dance Deewane, has captivated UAE viewers with its mesmerising performances, while newly launched fiction dramas such as Qayaamat Se Qayaamat Tak, Mera Balam Thanedaar, and Doree have garnered widespread acclaim. Furthermore, Colors has successfully engaged audiences on-ground through events like Colors Laughter Night, featuring renowned Indian artists in Dubai like Anubhav Singh Bassi, Amit Tandon, Rahul Dua and Gaurav Kapoor to name a few.
Movie premieres have also been instrumental in Colors’ triumph. Blockbusters like Rocky Aur Rani Ki Prem Kahani, Bhediya, and Dasvi have enjoyed successful premieres on the channel, with more exciting releases including Govinda Naam Mera, Gehraiyaan, and Mumbaikar lined up to cater to fans’ craving for the latest Bollywood hits.
In its commitment to international audiences, Colors has launched non-fiction shows like Desi Beat and Colors Food Trail in March, exploring the culinary landscape of India. Additionally, the crime thriller NRI Haadsa promises to enthral viewers with its suspenseful narrative.
