Viacom 18 Media Pvt Ltd is all set to launch its Hindi GEC Colors on July 21 at 7.00 pm. Colors on Wednesday unveiled its power-packed line-up of eight new shows showcasing an entire spectrum of emotions. Viacom 18 Media is a joint venture between Viacom Inc and Network18.
Announcing the launch, Rajesh Kamat, CEO, Colors, said, “I am delighted to announce that as planned, Colors will beam into millions of Indian television screens on July 21 from 7:00 pm onwards. Our differentiated content, coupled with disruptive scheduling and peppered with some of the biggest blockbuster Hindi movies, will help us deliver on our promise of ‘cohesive viewing’. The wide spectrum of emotions covered in our programming offers something for everyone and everything for some. We are confident that every household in India will have some member or the other watching Colors between 7 pm and 11 pm to begin.”
He further said, “Advertisers are responding very well, and further, we will see an array of advertiser on the channel.” He added that the ad rates would vary from show to show.
Colors has partnered with the country’s leading production houses for different shows. The channel’s production partners include Endemol India for ‘Fear Factor – Khatron Ke Khiladi’, Meenakshi Sagar Productions for ‘Jai Shri Krishna’, Shakuntalam Telefilms for ‘Bandhan Saath Janmon Ka’, Playtime Creations for ‘Jeevan Saathi’, Sphere Origins for ‘Balika Vadhu - Kacchi Umar Ke Pakke Rishtey’, Jay Pranlal Mehta for ‘Rahe Tera Aashirwad’, Wizcraft Television for ‘Sajid’s Superstars’, and Deepti Bhatnagar Productions for ‘Mohe Rang De’.
Commenting on the programme line-up, Ashvini Yardi, Programming Head, Colors, said, “We have partnered with industry heavyweights and the finest production houses of the country to showcase a line-up that is contemporary, fresh and with a universal appeal. Through our basket of shows, Colors will also present to Indian TV viewers some of the most exciting new talent. One of the highlights of most of our shows is the music that boasts of title tracks composed and sung by Bollywood’s most renowned names like Alka Yagnik, Anand Raj Anand, Neeraj Shridhar, Suresh Wadekar, Mahalaxmi Iyer, and Shreya Goshal, among many others.”
Colors also announced its acquisition of some of the latest Bollywood blockbusters like ‘Om Shanti Om’, ‘Heyy Baby’, ‘Bhootnath, ‘One Two Three’, ‘Dus Kahaaniya’, and the soon to be launched ‘Singh Is King’.
Speaking on the marketing campaign, Kamat said, “Colors’ launch would be aggressively supported by a 360-degree marketing campaign that would showcase ‘scale’ and ‘innovation’. Starting first week of July, Colors will be omnipresent across multiple platforms.” He further said that the channel would be available through all possible channels such as cable, DTH, etc.
The programming line-up on Colors includes fiction-based social family dramas, chat shows, action reality shows, and blockbuster Hindi movies. From Monday to Friday the family dramas include ‘Rahe Tera Ashirwaad’ (at 7 pm), ‘Bandhan Saat Janmon Ka’ (at 7:30 pm), ‘Balika Vadhu-Kacchi Umar Ke Pakke Rishte’ (at 8 pm), ‘Jai Shri Krishna’ (at 8:30 pm); from Monday to Thursday, ‘Jeevan Saathi’ (at 9 pm) and ‘Mohe Rang De’ (at 9:30 pm). Reality show ‘Fear Factor - Khatron Ke Khiladi’ will air Monday to Thursday at 10 pm, while another reality show ‘Sajid’s Superstars’ would be aired on Saturdays at 10 pm. The blockbuster movies would be aired on Sundays, 4 pm onwards.