Viacom 18, a 50: 50 venture between Viacom and TV 18 are to launch a Hindi General entertainment channel in July by the name of Colors.

It is the tenth General entertainment Channel (GEC) of its kind in India

Stressing that differentiation and disruption are the two key underpinnings of his channel, CEO Colors, Rajesh Kamat says, “We have worked on the 3Ds – distribution, differentiation and disruption. Distribution will be key for the channel for the initial sampling among viewers. We plan to have differentiated scheduling of programs, which will play an important role in its success.”

Colors is to showcase two high profile programs at first. They are the Indianised Fear Factor hosted by Action hero Akshay Kumar and the other is Mohe Rang De, a love story set against the Quit India movement of 1942.

For Fear factor- Khatron ke khiladi, the channel has roped in Akshay Kumar to host 16 episodes for a whopping amount.

To add more glamour quotient to the show, the channel has also brought in actors and models like Yana Gupta, Pooja Bedi, Aditi Govitrikar, Sonali Kulkarni, Tapur Chatterjee, Tupur Chatterjee, Sayali Bhagat, Nethra Raghuraman, Anjana Sukjani, Dipannita Sharma, Payal Rohtagi, Meghna Naidu and Dipannita Sharma. The show would be shot entirely in South Africa over a period of one month and is being produced by Endemol India.
Talking about the show Akshay said, “Fear is in everyone’s mind but I think women are more stronger than men to tackle it. The show would be a game of highest level of physical and mental challenge and 13 beautiful daring women will take on biggest challenges of their lives in the show”.
Colors programming head Ashvini Yardi said that the channel would offer an entire spectrum of emotions to viewers, well captured in its tagline – ‘Jasbaat Ke Rang’.
“Colors‘ programming will lend a new hue to the existing Hindi general entertainment category with a variety of great content across genres covering the entire spectrum of emotions. 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,” Yardi added.