Thu, 03 Jul 2008 22:15:23 GMT

Colors to unveil on July 21


Colors to unveil on July 21

It’s official!

Colors, the Hindi general entertainment channel by Viacom 18 Media Pvt Ltd (a joint venture between Viacom Inc and Network18), unveiled its power-packed line-up of eight new shows covering an entire spectrum of emotions. They range across genres – fiction-based social family dramas, fun-filled chat shows, high-voltage action reality shows, and blockbuster Hindi movies.

Colors will be launched on Indian television screens on July 21, 7.00 p.m.

Post their announcement in Bangkok, Colors has been tight-lipped over their program scheduling. There speculation over the programming package. And the speculation ended with Rajesh Kamat, CEO and Ashwini Yardi, Programming Head took the media through a sneak preview tour of what is on offer.

The programming line-up on Colors includes an explosive combination of Bollywood’s ultimate action hero Akshay Kumar’s reality based show ‘Fear Factor Khatron Ke Khiladi’ to a fantasy drama ‘Rahe Tera Ashirwaad’. From, Krishna’s childhood glory in the epic tale ‘Jai Shri Krishna’ to a gripping new drama ‘Balika Vadhu’ a first ever on Indian television on the social evil of child marriage. Presenting the journey of a bride in ‘Bandhan Saat Janamon Ka’ to a romantic tale of love that triumph against all odds in ‘Jeevan Saathi’ and a period drama of ‘Mohe Rang De’. But the icing on the cake is a chat show with the precocious Sajid Khan in his first ever talk show, Sajid’s Superstars.

Rajesh Kamat  said, “I am delighted to announce that as planned, Colors will beam into Indian television screens on July 21st from 7:00 pm onwards. The wide spectrum of emotions covered in our programming offers something for everyone and everything for some. We are confident that every household in India will have some member or the other watching Colors between 7 and 11 p.m..”

Ashvini Yardi  said, “Through our basket of shows, Colors will also present to Indian TV viewers some of the most exciting new talent.” She added, “ One of the highlights of our shows is the music, with title tracks composed and sung by Bollywood’s most renowned names- Alka Yagnik, Anand Raj Anand, Neeraj Shridhar, Suresh Wadekar, Mahalaxmi Iyer, Shreya Goshal amongst many more.”

And to cater to the movie buffs, Colors announced its acquisition of some of India’s latest blockbuster Hindi movies like ‘Singh Is King’, ‘Bhootnath’, ‘Heyy Baby’, ‘Om Shanti Om’, ‘One Two Three’ and ‘Dus Kahanniya’.

But, we couldn’t help, but wonder, how different would the newly launched GEC be vis-à-vis the titans in the industry? Yes, there is always space for more, but every GEC walks in with a statement, “We want to be numero uno.” They do have ‘beaten to death’ concepts of dowry and inter religious romance, but, going by the sneak preview, there seems to be originality in the concept. But, pitted against the “song-and-dance routine” reality shows, how would the concepts work is a million-dollar question? Would the viewers give up their ‘Waar Parivaar’ and their ‘Sapna Babul Ka…Bidaai’ to tune into ‘Mohe Rang De’ or ‘Balika Vadhu’?

A sneak peek into the programs

A sneak peek into the programs

‘Rahe Tera Aashirwad’ is the tale of a blessed girl Bhakti who is born and orphaned on the same day due to the evil deeds of Bali and Bukhandi. Will her implicit faith in Mata Vaishnodevi, catch the potent combination of ‘Indianised version of ‘Indiana Jones’, ‘The Hulk’ and a bit of ‘Mummy Returns’ come alive on the small screen. Fantasy combined with devotion, which is based on the Indian value system of faith could prove to be an instant hit across the segments. Bali and Bukhandi have an international flavour in their characters.

The programming package unveiled two social issues – dowry and child marriage. So whilst  ‘Bandhan Saat Janamon Ka’ follows the saga of a an intelligent, mature, simple girl who gets married to be caught up dowry worries. ‘Balika Vadhu’, Set in rural Rajasthan, narrates the story of a child bride Anandi.

Catering to the romantics, the channel unveiled two shows – ‘Jeevan Saathi’ and ‘Mohe Rang De’, the latter, a period drama set against the ‘Quit India’ movement.

And, the latest GEC realising the power of mythologies unveiled ‘Jai Shri Krishna’ from the house of Meenakshi Sagar Productions. Speaking exclusively to us on the occasion, Moti Sagar said, “There are only three main subjects which are dominant in Hindu mythology. The other two are already taken. And there was an appeal in showcasing the colorful life of Lord Krishna.”

But, unlike the rumor mills, which have been ablaze with the news that Colors is bringing in Mahabharatha, Moti Sagar said, “Why would I want to do something which is already beaten to death by the other channels? We have always been unique and there is a mass appeal when it comes to the antics of Bal Krishna. Mythologies are our forte. And, I believe, that no one can tell a story better than us!”

So, they have drama, romance and mythology! But the GEC’s big ticket is clearly Bollywood’s superstar, Akshay Kumar’s ‘Fear Factor- Khatron Ke Khiladi’. Produced by Endemol India, ‘Khatron Ke Khiladi’ has India’s ‘Charlie’s Angels’ look alike, in this case, 13 Bollywood beauties, who will compete with each other, to be the last one standing. Yaana Gupta, Aditi Govitrikar, Pooja Bedi, Sonali Kulkarni, Anita Hasnandani, Meghna Naidu, Tapur Chatterjee, Tupur Chatterjee, Nethra Raghuraman, Anjana Sukhani,  Dipannita Sharma, Vidya Malvade & Urvashi Sharma. The show has been shot in the exotic locales of South Africa.

And, the icing on the cake is Sajid Khan’s first ever talk show, ‘Sajid’s Superstars’. A trim Sajid Khan unveiled his talk show with his typical banter. “My show is not about making people cry (a take off on Simi Garewal’s talk show) nor am I going to offer a cup of coffee to our stars (of course, the reference to K Jo’s ‘Coffee with Karan’). My show will have celebrities like Malaika Arora Khan, Vidhya Balan, Sanjay Dutt…the list is endless. I’m planning to push the envelope when it comes to my talk show.”

This is Phase I for you. A combination of drama, mytho and reality…the channel has got itself a winning formula. The reality segment is clearly catering to the mass; the fiction shows are pegged to cater to the non-metros. Between Ekta Kapoor’s daily sagas and the mythos and the reality shows, Colors does have heavy-duty competition to watch out for. The absence of saas-bahu sagas is glaring. And Ashwini Yardi stated, “For now, we are not looking to get into that space!” She also added, “It is not the channels that the viewers tune into, but the serials.” Confident of the spectrum of genres that they are catering to, Colors looks like a clear winner all the way through.

For now, the channel seems have an air of supreme confidence and are positive on hitting the ‘numero uno’ position in the months to come. Viacom 18 has been in the industry forever. So, we tend to rely on the plain simple logic – “Ok, they have been around forever and they know the industry far better than the others who have mushroomed and are still trying to find a slot!”

Keep reading this space as we bring you more of what’s in store with Colors.

Source: Meenakshi Shankar/ Tellywatch

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