Viacom 18 Media, a 50/50 joint venture operation in India between Viacom Inc. (NYSE: VIA, VIA.B) and Network18, launched its Hindi general entertainment channel “Colors” yesterday at 7.00 pm with the tag line ‘Jasbaat Ke Rang’ (colors of emotions). Colors, has an early prime time focus on shows meant for smaller towns, which would gradually build into the metro audiences.

The launch of ‘Colors‘ will make Viacom18 one of the strongest entertainment Networks in India. Viacom18 already have its TV and film and entertainment offerings via MTV, Nick, VH1 and Studio18 and now it is entering into the Hindi entertainment package.

The channel will launch with four hours of original programming. The initial focus will be on weekday prime time, driven by the big-ticket driver show – “Khatron Ke Khiladi” at 10 pm every Mon-Thurs, produced by Endemol India, the one-hour will see Bollywood star Akshay Kumar playing as the host as 13 compete with each other.

Rajesh Kamat, CEO, Colors, said, “I am very delighted to announce that Colors will beam into millions of television screens on July 21. Our differentiated content, coupled with disruptive scheduling and peppered with some of the biggest blockbuster Hindi movies, will help us deliver on our promise of cohesive viewing.”

“The channel would give a variety of programmes for different age groups with the entire spectrum of emotions. The programmes would give feel of fantancy and the reality bites to the viewers “, Programming Head Ashvini Yardi said.

“Colors” has also entered into a marketing tie-up with Future Group and McDonalds to promote the channel at Big Bazar, Pantaloons stores and McDonalds chain of restuarants.

Promo: “Khatron Ke Khiladi” on “Colors”

Have a good time with “COLORS”. Sit, Watch and Feel the colors of your emotions.