Viacom18's upcoming Hindi general entertainment channel (GEC)
Colors is launching on 21 July.
from 7 pm, the channel will launch with four hours of original
programming. The initial focus will be on weekday prime time,
driven by the big ticket driver show Fear Factor-Khatron
Ke Khiladi at 10 pm every Monday-Thursday. Produced by
Endemol India, the one-hour reality show will see Bollywood
star Akshay Kumar playing as the host as 13 Bollywood actresses
compete with each other.
the tagline jasbaat ke rang, the channel has
put the Hindi movie slot at 4 pm every Sunday while on Saturdays
it will have the Sajid Khan-hosted celebrity chat show Sajid's
CEO Rajesh Kamat says, As planned, we will be launching
Colors on 21 July. Our main aim is to provide differentiated
and disruptive programming to our viewers. We have drama,
reality and movies as well. It is a basket of offerings, mixed
with all the emotions and colours.
Saath Janmon Ka
Vadhu- Kaachi Umar Ke Pakke Rishte
presents Fear Factor - Khatron Ke Khiladi
the weekday primetime every Monday to Friday at 7 pm, Colors
will have a fantasy show Rahe Tera Aashirwad.
by Jay and Kinnari, Mehtaa Rahe Tera Aashirwad is a
story of an orphan girl Bhakti who is fighting with
evils with the grace of Mata Vaishnodevi.
7.30 pm every Monday to Friday, Colors will air fiction based
show Bandhan Saat Janamon Ka which revolves around
the issue of dowry in Indian marriages. It is produced by
channel will highlight the social issue of child marriage
with Balika Vadhu Kacchi Umar Ke Pakke Rishte at
8 pm every Monday to Friday. The daily fiction from Sphere
Origins narrates the story of a child bride.
8.30 pm Colors has placed the mythological series Jai Shri
Krishna, produced by Meenakshi Sagar Productions. It chronicles
the growing up years of Krishna.
Monday to Thursday it will have Jeevan Saathi at 9
pm which is an inter-religion love story. Jeevan Saathi
is produced by Playtime Creations, the production house
owned by Paresh Rawal, Hemal Thakkar and Swaroop Sampat.
At 9.30 pm, Monday-Thursday Colors will have Mohe Rang
De, a period drama set in the backdrop of 1942 Quit
India Movement. Mohe Rang De is produced by Deepti
Wizcraft Internatonal, Colors is doing a celebrity chat-show
Sajids Superstar hosted by Sajid Khan. Sajids
Superstar will see guests like Anil Kapoor, Farah Khan,
Ritiesh Deshmukh, Vivek Oberai, Vidya Balan, Shahid Kapoor,
Sanjay Dutt, Akshay Kumar among others.
the first channel to come out from the joint venture between
Viacom and TV18, has an early prime time focus on shows meant
for smaller towns which would gradually build into the metro
Kamat, "Between 7 to 9 pm, we have placed shows that
have strong appeal among non-metro masses. The 9-10 pm slot
will have content tailored for smaller towns as well as metros.
The more urban shows like Fear Factor and Sajid's
Superstars are at 10 pm."
Colors programming head Ashvini Yardi: "Hindi general
entertainment channels have seen a massive rise in audiences
from the smaller towns."
Sunday at 4 pm, Colors will show Hindi movie in the segment
Blockbuster Movies. For the movie part, Colors
will go for movie syndication.
is the need of the hour, as there are not many movies left
in the market for acquisition, avers Kamat.
Colors has acquired flicks like Singh is Kinng (not
released yet), Bhootnath, Heyy Baby, Om Shanti
Om, One Two Three, Dus Kahanniya, Sunday,
Black and White and Welcome among others.
channel is planning to have a 360 degree marketing plan to
support its content. "We will have more than 1000 hoardings
across the top 20 cities. We will touch our viewers at malls,
trains, bus stations and temples. We will be everywhere. We
will be promoting across 35 TV channels," says Kamat.
has also entered into a marketing tie-up with Future Group
and McDonalds to promote the channel at Big Bazar, Pantaloons
stores and McDonalds chain of restuarants.