| MUMBAI:
Colors, the upcoming Hindi general entertainment channel from Viacom 18 stable,
has unveiled two new shows. The line-up includes mythological series Jai Shri
Krishna and fiction-based show Balika Vadhu. Colors
had earlier announced two programmes in its armoury list - the big ticket Akshay
Kumar-hosted reality show Fear Factor and Mohe Rang De.
 Colors,
which will launch in the second half of July, will have to fight in a highly competitive
turf.
"With the two new additions, we have unveiled two and half hours of programming.
In the coming weeks, we will reveal another line up of one and half hours of content.
Our single biggest priority is to offer programming that will help break through
the clutter. You will see us deliver a strong proposition of differentiation and
distinctive content that will add character to the channel," Colors CEO Rajesh
Kamat says. Produced
by Meenakshi Sagar Productions, Jai Shri Krishna is an epic tale which
will portray the childhood life of Lord Krishna. Colors
SVP and head – creative and content Ashvini Yardi says, "Jai Shri Krishna
is the story of Krishna's childhood adventures. There is so many dimensions to
Krishna's life that the story can go on for years. For now we are planning till
Krishna's fight with Kans."  The
other show, Balika Vadhu – Kacchi Umar ke Pakke Rishte, will focus
on the evil of child marraige. It is produced by Sphere Origins.
Set
in rural Rajasthan, Balika Vadhu is the story of an eight-year-old bride
Anandi who has been married to 12-year-old Jagdish. Balika Vadhu is a sensitive
show, with a social message that will portray the plight of children who are unwittingly
forced into marriage, in the name of tradition, and have to bear the repercussions
for the rest of their lives. Without
further divulging details of the programming line up, Kamat says, "We will
have a mix of movies and events along with fiction and non-fiction. By second
half of July, our channel will be on air." The
channel will kick start its marketing campaign within two weeks. The channel will
use the its existing group channels for marketing and promotions purpose.
Colors is in the process
of signing up cable TV and DTH operators. "Our distribution team is working
on that front. We are in talks with DTH and multi-system operators. Placing the
channel is very important, which we are looking forward to streamline. Our channel
will be in encrypted mode with a free-to-air window," adds Kamat. | 
