NDTV Imagine, ZeeNext, 9X and now ‘Colors’. Viacom18 has chosen this name for its forthcoming Hindi general entertainment channel. Clearly, the generation next of GECs in India has embraced the fact that some words, even in English, capture the spirit of the new India.
Unveiling the name of the channel, and the identity in Bangkok, Rajesh Kamat, CEO, Colors explained that emotions were the key to target the Indian audience and that the channel would look at capturing the various shades of human emotions in this channel. Channel officials informed that they were targeting July 2008 for launching the channel.
Colors intends to begin with a full-fledged primetime band, but the only shows that it spoke of on May 5, while revealing the channel logo and identity, were Endemol’s ‘Fear Factor – Khatron Ke Khiladi’, which was on Sony Entertainment Television in its first season, and period drama ‘Mohe Rang De’.