TEN QUESTIONS: Rajesh Kamath

1) What was your inspiration in launching the channel in the UK?

Launching in the UK is part of our strategic expansion plan. After consolidating our leadership position in India, it’s only natural to take the COLORS franchise to millions of Hindi-speaking viewers, based in other key markets around the globe. And UK is surely one of our top markets, where the consumer appetite for entertainment is ever growing.

2) What kind of response are you expecting from UK audiences?

We had certain expectations after we saw the eagerness that people showed for the channel to be shown in this market. However, we are truly overwhelmed by the reaction that we have received for our shows after having launched. It is a very humbling experience for us.

3) In which other country is the channel available?

Apart from the UK, we have recently launched the channel in the US as well.

4) What makes Colors TV different from other Indian TV stations in the UK?

What sets us apart are path-breaking shows, unrivaled concepts and fresh programming style.

We offer something for everyone and everything for some.

That has been one of the reasons for our success in India, where our shows and characters have today become household names and we’re confident that the same will entertain and delight the Hindi-speaking viewers here as well.

5) How important was it to get Amitabh Bachchan as the channel’s brand ambassador?

When we tried to look for a brand personality fit while launching our channel in the US and the UK, the only person who we could find suitable was Mr. Bachchan - the original global Indian and an international icon. Mr Bachchan's charm lies in his inherent ability to connect with audiences across diverse and ethnic groups.

He can appeal to a 4 year old and to a 60 year old. His association reflects the true nature of COLORS that, resides in making a connect through various offerings which would appeal to different audiences reflecting a myriad of emotions while retaining a distinctive Indian flavour.

6) Which show will Colors be offering UK audiences for the very first time?

We have launched our flagship shows like Balika Vadhu and Khatron Ke Khiladi. Along with these, all our top shows like Uttaran and Na Aana Is Des Laado have also been launched.

We will soon be launching India's Got Talent and our brand new property IPL Entertainment as well. Soon our UK audiences will get to see a lot more shows and also the best of movies from Bollywood!

7) How difficult is it to launch a new channel in a completely new market?

The challenges are many. Even though the content is readily available, one has to factor in the fact that one will be catering to a completely different audience.

Understanding viewership habits, figuring out the best timings, understanding what really clicks with the audience in a new market...all this takes a lot of time to come together.

One has to look for patterns in consumer behaviour that best suit the channel. Everything has to be customised according to the need of a particular market. The packaging has to be different and unique.

8) What has been your most memorable moment since the channel was launched in India in 2008?

When we had launched, we were called the 'new' Hindi general entertainment channel on the block. However, in our third month of existence, we managed to reach the No.2 spot...and we decided to drop the adjective 'new'. The entire team found it rather amusing and at the same time very encouraging

9) What is your favourite show?

I enjoy all our shows but as a pure viewer I am more into action, hence I love Khatron Ke Khiladi.

10) What's next for Colors TV?

Lots! The excitement is just beginning with our newest deal with IPL to bring exclusive IPL Entertainment to our audiences.

Plus we have recently launched our afternoon band Saanjhi Dopahar which we will be consolidating further along with blockbuster movies like ‘Kaminey, Wake Up Sid, Kurban, ‘Chance Pe Dance’ ‘Rajneti’. So there's clearly a lot of action happening.