Viacom 18, a 50:50 joint venture between the US-based Viacom and India’s Network 18, unveiled the identity of its Hindi GEC – ‘Colors’ set to be launched in July, supported by the thumping beats of “Chariots of Fire”, Thai dancers in colorful ensembles and Bollywood’s action superstar, Akshay Kumar with a shimmering python around his neck. Built around the brand promise of “Jasbat ke Rang”, the channel aims to offer programming that promotes “cohesive viewing” in a family to tap the ninety percept Indian households that own a single television.
Present in the Hindi general entertainment space and thus clear about their need for a mass appeal, Colors announced its two flagship shows: ‘Fear Factor – Khatron ke Khiladi’ and ‘Mohe Rang De’. “We are the 10th player in the Indian GEC space and understand the need to be different and better than the existing players,” said Rajesh Kamat CEO, Colors. “Differentiation and disruption are going to be the drivers of Colors’ launch strategy to challenge the status quo in this segment – be it programming, marketing and distribution.”
While ‘Mohe Rang De’ is a love story set against the backdrop of 1942-Quit India Movement, Khatron ke Khiladi is an action format reality show based hosted by Kumar and featuring a bevy of Bollywood beauties including Yana Gupta and Pooja Bedi. “Our philosophy is to think mass and execute class,” said Ashvini Yardi (pictured), programming head, Colors. “The programming mix endeavors to be relevant to today’s evolving viewers who have a deep rooted desire to escape to their fantasy world, while still remaining within the realm of reality.”