'Madhubala'

'Madhubala' continues to do well for Colors
'Madhubala' continues to do well for Colors

Colors will be extending three of its most watched shows to a Saturday night slot to increase stickiness in its viewership.

‘Sasural Simar Ka’, ‘Madhubala’ and ‘Balika Vadhu’ will all air six times per week, starting this weekend. The change comes in place after the season finale of ‘SurKshetra’, which came to an end over the weekend. The three shows will take the 19:30, 20:00 and 20:30 respectively.

Colors weekday programming head Prashant Bhatt said, “Our move to expand our 7.30-8.30 pm slot to weekends is a humble new year gift to our loyal viewers. We invest a lot of time in creating sticky concepts for our viewers and it’s heartening to see they’re loving it and wanting more. In the new year, you’ll see more drama, emotion and romance on Colors with more interesting twists and turns that will keep audiences glued to TV.”

Recently, Star Plus has also implemented a similar exercise with a couple of its weekday dramas being stretched to Saturday nights.