ecessity is the mother of innovation. This holds true for the Hindi general entertainment channel (GEC), Colors. When the channel went on air in July 2008, it began with around 24 hours of original programming per week � quite low compared to other channels in the genre, which had 30-40 hours of original programming.

To meet the programming demands, Colors decided to repeat its most popular show, Balika Vadhu, not once or twice, but five times in a day. Not that repeating shows was a new concept in India, but repeating it so many times in a day certainly was. ... more