Colors dominates Ormax Media’s list of most effective launch campaigns in 2011

17 Jan,2012

By A Correspondent


Colors delivered the best fiction launch campaigns in 2011 across Hindi GECs, while Kaun Banega Crorepati (KBC) on Sony was the top non-fiction launch campaign of the year, according to Ormax Media.


The ranking of the best launches of fiction and non-fiction Hindi GEC shows has been derived from Ormax Media’s awareness tracking tool Showbuzz, which measures the awareness levels of new shows across various Hindi GEC channels. This ranking is a measure of the effectiveness of the campaign, irrespective of how the content fared thereafter.


In the fiction shows ranking, Colors controls the top three positions and a total of four spots in the top 10. Listed below are the top 10 fiction launch campaigns of 2011:

Rank Program Channel
1 Phulwa Colors
2 Mukti Bandhan Colors
3 Sasural Simar Ka Colors
4 Parvarish Sony
5 Diya Aur Baati Hum Star Plus
6 Parichay Colors
7 Kuch Toh Log Kahenge Sony
8 Hitler Didi Zee TV
9 Mahadev Life OK
10 Dharam Patni Imagine TV


In the non-fiction list, Sony has three shows in the top 10, including KBC at the top spot. Bigg Boss Season 5 (Colors) is a close competitor to KBC, in terms of their launch impact. Listed below are the top 10 non-fiction launches of 2011:

Rank Program Channel
1 Kaun Banega Crorepati Sony
2 Bigg Boss Colors
3 Zor Ka Jhatka Imagine TV
4 Sach Ka Saamna Life OK
5 X-Factor India Sony
6 Khatron Ke Khiladi Colors
7 Ratan Ka Rishta Imagine TV
8 Just Dance Star Plus
9 Maa Exchange Sony
10 Wife Bina Life Star Plus


Research and consulting firm Ormax Media ( specializes in the media and entertainment industry, working with India’s leading broadcasters, film producers, radio networks, print publications, media agencies and DTH service providers in the areas of qualitative research, quantitative research and consulting.


Ormax Media is also the owner of 19 proprietary research products that are being used widely across the media industry. Set up in 2008 by Vispy Doctor and Shailesh Kapoor, the company partners with 81 leading media brands.


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