Viacom 18’s general entertainment channel Colors has revealed its programming line-up of eight new shows, ahead of its July 21 launch. The line-up announced ranges across genres like fiction-based social family dramas, chat shows, reality shows, and Hindi movies.
The much touted reality show ‘IDEA Presents Fear Factor Khatron Ke Khiladi’ featuring Akshay Kumar is the big ticket offering for the launch day that the channel hopes will bring in the numbers.
Rajesh Kamat, CEO, Colors, said, “I am delighted to announce that as planned, Colors will beam into millions of Indian television screens on July 21st 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’.”
Kamat further added, “Colors' on-air launch will be aggressively supported by a 360 degree marketing campaign that will showcase ‘scale’ and ‘innovation. Starting July first week, Colors will be omnipresent across multiple platforms.”
Kamat says he is confident that their distribution strategy will produce results from day one and says they have factored in the distribution issues.
Colors’ production partners include Endemol India which is producing Fear Factor – Khatron Ke Khiladi, Meenakshi Sagar Productions for Jai Shri Krishna,and Wizcraft Television for Sajid’s Superstars among others.
On the programming line-up, Ashvini Yardi, programming head, Colors said, “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- Alka Yagnik, Anand Raj Anand, Neeraj Shridhar, Suresh Wadekar, Mahalaxmi Iyer, Shreya Goshal amongst many more.”
Colors also announced the acquisition of some of their Hindi movie titles like Singh Is King, Bhootnath, Heyy Baby, Om Shanti Om, One Two Three, Dus Kahanniya, Sunday.