Viacom 18 Media Unveils New Hindi Channel in India

BANGKOK/SINGAPORE/HONG
KONG, May 5: Viacom 18 Media, a joint venture between Viacom and Network18, has
revealed the identity of its new Hindi-language general-entertainment channel,
COLORS, which is set to roll out in India in July.

COLORS also announced two
of its initial flagship shows: Fear Factor —Khatron Ke Khiladi, an action format show for the Indian market, and Mohe
Rang De, a fiction show. For Fear
Factor, COLORS has tapped Indian
action-film actor Akshay Kumar to host the 16-episode show.

Amit Jain, the executive
VP and managing director of MTV Networks India, China and Southeast 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.
Viacom's strength in content creation and building successful entertainment
brands combined with Network18's expertise in building successful media
businesses in India across platforms, give COLORS an unparalleled advantage to
serve the needs of viewers and advertisers in India."

He continued: "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.”

Added Haresh Chawla, the
group CEO of Network18 and the CEO of Viacom 18 Media, "The launch of
COLORS will make Viacom 18 one of the strongest entertainment networks in
India. Viacom 18 already reaches out to millions of viewers through its TV and
filmed entertainment offerings via MTV, Nick, VH1 and Studio18, which are
industry-leading brands in their respective spaces. The combination of our
stronghold in the young adult and kids audiences and access to the audience
franchise of Network18 will lend enormous leverage and strategic advantage to
our entry into the mass general-entertainment space and we look forward to
replicating our success and delighting millions of Indian families with
COLORS.”

—By Irene Lew