Campaign India Team
Jun 05, 2008

Colors unveils its second wave of programming

Adding to its bouquet of soap set during the freedom movement and an action-based reality show, Colors has unveiled two more shows: Jai Shri Krishna and Balika Vadhu.Foraying into the mythological segment, made popular by NDTV's Ramayana, Color's Jai Shri Krishna will trace Krishna's 'journey right from the point he is born under dire circumstances to being taken to Mathura and being nurtured by his surrogate mother Yashoda', according to the release.

Colors unveils its second wave of programming

Adding to its bouquet of soap set during the freedom movement and an action-based reality show, Colors has unveiled two more shows: Jai Shri Krishna and Balika Vadhu.

Foraying into the mythological segment, made popular by NDTV's Ramayana, Color's Jai Shri Krishna will trace Krishna's 'journey right from the point he is born under dire circumstances to being taken to Mathura and being nurtured by his surrogate mother Yashoda', according to the release.

Commenting on the shows, Ashvini Yardi, programming head, Colors, said, "Everyone has seen innumerable mythologies on television in the past but what sets us apart with 'Jai Shri Krishna' is that we bring alive the most endearing and  universal form of a very joyful childhood story of Krishna. The magnificent epic tale has the advantage of being visually spectacular with grand sets erected to depict key areas of Gokul Mahavana, Vrindavan."

'Balika Vadhu' a social drama, will delve into an uncharted medieval age social phenomena of 'child marriage'.

Announcing the shows, Rajesh Kamat, chief executive officer, Colors, said, "At Colors the 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 is due to be launched in July this year. The campaign, being developed by Rediffusion DY&R, will break in another two weeks.

 

 

Source:
Campaign India