Mumbai: Colors has announced its second wave of fresh programming, adding four more shows starting this December.
The line up showcases stories being told for the first time on Indian television–Uttaran, a saga of an underprivileged girl Ichcha who desires more than what her destiny has in store. The second show is Jaane Kya Baat Hui, a sensitive portrayal of women adultery in marriage.
For the weekends, there is Dancing Queen premiering 12 December where 10 women from the film industry will set television screens ablaze with their sensuous ‘jhatkas’.
Pint-sized entertainers on Chhote Miyan, 13 kids will appear every weekend with bundles of laughter to tickle your laughter bone. This battle of the kids starts 13 December.
Announcing new launches, Colors chief executive officer Rajesh Kamat said, "There were so many interesting tracks in existing stories and new launches that were planned but we had to take a three weeks break. Now that we have come back on 1 December, television viewers who were deprived of their daily dose of entertainment will see their favourite actors return to television. In our attempt to match up to the proposition of Jasbaat Ke Rang we have added new hues of emotions, engaging the viewers with new and fresh episodes. For the first time we have introduced two fiction shows in the time band of 10:00- 11:00 pm and strengthening our weekend programming with Dancing Queen & Chhote Miyaan."
Talking of the new shows Colors programming head Ashvini Yardi said, "At Colors the single biggest priority is to offer programming that will help break through the clutter. You will see us deliver a strong proposition of differentiation and distinctive content. Our fiction shows Uttaran & Jaane Kya Baat Hui bring to fore social issues that have never been dealt before on Indian television while the weekends are spiced up with an explosive combination of comedy & entertainment that are sure to strike a chord with the masses"
Colors also announced its acquisition of some of India’s latest blockbuster Hindi movies like Jodha Akbar, Life in A Metro, Race, Fashion, Singh is King, Kismet Konnection, Mumbai Meri Jaan, A Wednesday, Welcome to Sajjanpur, Aap Ka Suroor amongst many others that will further strengthen its wholesome offering to its viewers.
Speaking on the marketing campaign roll-out, Kamat further added, "Colors new show launches will be aggressively supported by a 360 degree marketing. Starting December first week Colors will be omnipresent across multiple platforms."