Viacom 'colors' India's screens

India - Viacom 18 Media, a joint venture between Viacom Inc and Network18, has revealed the identity of its soon to be launched Hindi General Entertainment in India, 'Colors' in July 2008.

Amit Jain, executive vice president and managing director, MTV Networks India, China & South East Asia, said, "Entry into the General Entertainment category in India has been a major ambition and a key driver behind the creation of our joint venture in India (Viacom 18) and it is great to see that dream take shape - with 'Colors'."

He added, "The impending launch of 'Colors' is also a significant opportunity for MTV Networks in Asia and we look forward to making its differentiated programming available to discerning audiences in key markets across Asia".

Rajesh Kamat, CEO of ‘Colors' said, "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." He further added, "‘Colors' is going to promote 'cohesive viewing' in a family, through shows and concepts that have universal appeal."

Ashwini Yardi, programming head for ‘Colors', said the programming will cover a variety of content across genres that reflect a spectrum of emotions, mixing endeavours to be relevant to viewers who desire a sense of escapism while remaining in reality.

‘Colors' has announced two of its initial flagship shows, Fear Factor - Khatron Ke Khiladi, hosted by India's action hero Akshay Kumar across 16 episodes, and Mohe Rang De, a fiction program.