Viacom18 unveils a new entertainment channel, Colors

In the growing breed of GEC channels in India, another new channel is to be launhced in July called ‘COLORS’. The channel is brought by Viacom18, which is a equal JV between Viacom and Network18.

The channel would be targeted towards mass audience and leverage its existing audience of young adults through their channels MTV, Vh1 and Nick. The tagline of the channel is captured as ‘Jasbaat Ke Rang’ signifying the universal appeal of its programmes.

Colors has unveiled two shows initially called ‘Fear Factor - Khatron Ke Khiladi’, hosted by Akshay Kumar and ‘Mohe Rang De’, a fiction show set on 1942 freedom movement.

Considering successful television ventures of Network18 group like CNBC-TV18, Awaaz, CNN-IBN and IBN7, there are high chances of the channel meeting its target viewership. But competition from established GECs and new players like 9X and NDTV Imagine would make the competition tough but giving wide choices for Indian television viewers.