Bangkok/Singapore/Hong Kong – Viacom 18 Media Pvt Ltd, a JV between Viacom and Network18 will launch Colors, a Hindi general entertainment channel in India from July 2008. The channel will leverage Viacom’s expertise in content creation and building entertainment brands with Network18’s experience in media businesses in India across various platforms. To be led by Rajesh Kamat, chief executive officer – Colors, the new channel promises to offer an “entire spectrum of emotions” to viewers, and is being tagged as ‘Jasbaat Ke Rang’(colors of emotions). Amit Jain, executive vice president & managing director, MTV Networks India, China & South East 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 (Viacom18) … 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”. Colors’ two initial flagship shows are 16-episode action format show Fear Factor – Khatron Ke Khiladi hosted by action star Akshay Kumar, and “differentiated” fiction show Mohe Rang De. Kamat said, “Differentiation and disruption are going to be the drivers of Colors’ launch strategy to challenge the status quo in this segment – be it programming, marketing and distribution. Colors is going to promote ‘cohesive viewing’ in a family, through shows and concepts that have universal appeal.”