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Our Bureau

New Delhi, May 6 Colors is Viacom18’s chosen name for its new Hindi channel. The joint venture between MTV owner — Viacom— and TV18 group, entered into in May last year, is ready to launch the channel in July.

Colors, which will be accompanied with the tagline Jasbaat Ke Rang, also brings yet another Bollywood star to the Indian television screens. The flagship action format show Fear Factor – Khatron Ke Khiladi, produced by Endemol India, is to be hosted by actor Akshay Kumar.

“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,” said Mr Rajesh Kamat, Chief Executive Officer, Colours, in a release from Bangkok.Targeted at a family audience, the channel expects to greatly leverage existing businesses of both the partners.

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