Viacom18 Reveals its Hindi General Entertainment Channel – ‘COLORS’

A Hue of Emotions to Drive Disruptive Programming Strategy

Bangkok, May 5th 2008 - Viacom 18 Media Pvt Ltd (a joint venture between Viacom Inc and Network18), India’s leading multi-media entertainment powerhouse, today revealed the identity of its soon to be launched Hindi General Entertainment – ‘COLORS’. To be launched in July, ‘COLORS’ promises to offer an entire spectrum of emotions to the viewers, that is well captured in its tagline – ‘Jasbaat Ke Rang’. This announcement was made by Rajesh Kamat, Chief Executive Officer – ‘COLORS’ in the heart of the exotic and the distinctively colourful Bangkok.

‘COLORS’ also announced two of its initial flagship shows: ‘FEAR FACTOR – Khatron Ke Khiladi’, the biggest action format show that Indian viewers would have ever seen and ‘Mohe Rang De’, a differentiated fiction show. For Fear Factor, ‘COLORS’ has roped-in India’s biggest action hero, Akshay Kumar, who will be hosting the show that is planned across 16 episodes.

Talking of COLORS’ strategy, Rajesh added, “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.” He further added, “COLORS is going to promote ‘cohesive viewing’ in a family, through shows and concepts that have universal appeal.”

Commenting on the COLORS’ programming strategy, Ashwini Yardi, Programming Head – COLORS, added, “COLORS programming will lend a new hue to the existing Hindi General Entertainment Category with a variety of great content across genres covering the entire spectrum of emotions. The programming mix endeavours to be relevant to today’s evolving viewers who have a deep rooted desire to escape to their fantasy world, while still remaining within the realm of reality.”

"The launch of ‘COLORS’ will make Viacom18 one of the strongest entertainment Networks in India. Viacom18 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" added Haresh Chawla, Group Chief Executive Officer – Network 18 & CEO - Viacom 18 Media Pvt. Ltd.

One of the first flagship shows on COLORS is going to be “FEAR FACTOR - Khatron ke Khiladi” anchored by none other than Akshay Kumar- the hottest action hero in Bollywood. ‘Fear Factor - Khatron Ke Khiladi’ takes the game to the highest level of physical and mental challenge, making it more gritty and edgy than ever before. Another attraction of ‘FEAR FACTOR - Khatron ke Khiladi’ is going to be the 13 bollywood bombshells that it will be bringing together, who’ll compete with each other, to be the last-one-standing. Yana Gupta, Aditi Govtrikar, Pooja Bedi, Sonali Kulkarni, Tapur Chatterjee, Tupur Chatterjee, Sayali Bhagat, Nethra Raghuraman, Anjana Sukjani, Dipannita Sharma, Payal Rohtagi and Meghna Naidu amongst others. The show will be shot entirely in South Africa, over a period of one month and is being produced by Endemol India, one of the finest production houses in India.

Commenting on ‘Khatron ke Khiladi’, Akshay Kumar, the superstar says, “I have always believed that women are stronger than men – that’s precisely the reason that they’ve been bestowed upon with one of God’s finest gifts - giving birth. Men, who still believe that they are superior and stronger than women, are no better than pigs. Through ‘Khatron Ke Khiladi’, I am out there to prove these men wrong and establish the fact that women are not only emotionally stronger than men, but also outdo them in physical strength. So, watch out for these 13 beautiful women, who take on some of their lives’ biggest challenges in ‘Khatron Ke Khiladi’.”

Speaking on the occasion Deepak Dhar, Managing Director, Endelmol India said “We are very pleased to be part of the launch of COLORS. Fear Factor Khatron Ke Khiladi is unlike anything that has been seen on Indian television before. The scale is huge – it has one of the country's biggest stars, bigger and tougher challenges for the contestants, it is shot in an international destination and there are 13 beautiful and daring women who are vying for the title of Fear Factor Khatron Ke Khiladi! At Endemol, we have the international lineage and experience to create a show of this magnitude and we are certain that it will appeal to our viewers!"

Another programme launched at the grand event was “Mohe Rang De”, the story of two different individuals Rajbir and Kranti who have different ideologies. A period drama set in the backdrop of 1942 – during the Quit India Movement, the show witnesses the upheaval of a country trying to achieve its freedom. These two people meet and their life takes a new course. Rajbir changes his whole life to be with the woman he loves and Kranti finds her family finally. Mohe Rang De will be produced by Deepti Bhatnagar Productions, one of the leading production houses in fiction programming.

An excited Deepti Bhatnagar at the launch said, “I am extremely delighted to be associated with COLORS and look forward to a long term partnership with the channel. Our show “Mohe Rang De” is a love story set against the backdrop of 1942- Quit India Movement. We truly believe that our Indian viewers will be able to connect with the show due to its fresh approach of storytelling and enthralling production values”

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For Further Information, please contact: Sonia Huria- Manager, Communications COLORS sonia.huria@viacom18.com contact - +91 989244 7777

Rina Dasgupta – Senior Client Services Director

IPAN

rina.dasgupta@ipan.com

contact - + 91 9821142424

About ‘COLORS’ ‘COLORS’ is Viacom18’s (a 50/50 joint venture operation in India between Viacom Inc. (NYSE: VIA, VIA.B) and the Network18 Group) flagship brand in the entertainment space in India. A combination of ‘emotions’ and ‘variety’, COLORS promises to offer an entire spectrum of emotions to the viewers that is well captured in its tagline – ‘Jasbaat Ke Rang’. ‘COLORS’ is dedicated to promoting ‘Cohesive viewing’, through programmes that have universal appeal and is set to launch in July, 2008.

About Viacom 18 Viacom 18 Media Pvt. Ltd. is a 50/50 joint venture operation in India between Viacom Inc. (NYSE: VIA, VIA.B, world’s leading entertainment content company, comprising brands like BET, MTV Networks and Paramount Pictures) and the Network18 Group, (one of India's leading full play media conglomerates with interests in television, internet, filmed entertainment, mobile content & allied businesses, comprising brands like CNBC TV18, CNBC Awaaz, Newswire18, moneycontrol.com, CNN-IBN, IBN 7, Homeshop18 and E18 amongst others). The joint venture includes leading brands across television, film and digital media to build one of India’s leading multimedia entertainment powerhouse. Viacom 18 Media Pvt. Ltd. includes the vibrant youth brand - MTV, the fastest growing kids channel - Nick, India’s only International Music & Lifestyle channel - Vh1 , Studio18, a new-age motion picture brand that produces, acquires and distributes Hindi films and the soon to be launched Hindi General Entertainment channel - COLORS. This apart, Viacom18 also runs Viacom’s consumer products business in India. Viacom18 brings together the unique strengths of two formidable partners, thus forming an entertainment conglomerate that will have a competitive advantage in serving the needs of both viewers and advertisers. For more information on Viacom18, Viacom or Network18, log on to www.viacom18.com, www.viacom.com and www.network18online.com respectively.

About Endemol India

Launched in February 2006, Endemol India is the first Asian subsidiary of Endemol N.V. Since its launch, Endemol India has seen rapid growth in the Indian market and has cemented its place in the Indian television industry through formats like 'Big Brother', 'Fear Factor India', 'Deal Ya No Deal' and 'Heart Beat'. Additionally, Endemol India has created and produced local blockbuster formats such as 'The Great Indian Laughter Challenge', 'Mission Ustaad', "Jo Jeeta Wohi Superstar' and 'The Great Indian Laughter Champions'. The content that Endemol India creates comprises Scripted, Non-scripted and Digital Media. Endemol is a global leader in television and other audiovisual entertainment in 25 countries on five continents. The Company creates premium entertainment ideas and offers them to the world's leading broadcasters. These ideas are then used to produce high-quality shows, often creating hits with strong brand value.

About Deepti Bhatnagar Productions: Deepti Bhatnagar Productions, a television production company, started by Deepti Bhatnagar, has built its reputation as a leader in the field of non fiction programming. Carrying the trademark of quality and credibility throughout its existence for over 7 yrs, it has produced content covering a wide gamut of fiction and non fiction programmes. Since its inception the company has produced entertaining, innovative programming content which has connected with Indian and International audiences. Popular non- fiction shows like “Musaafir Hoon Yaaron”, Mirchi Top 20, Bollywood Cutting & Yatra have been heralded as cult shows in the Indian television industry. The company has also diversified in a number of different genres, including fiction shows and has produced hit shows like ‘Kabhie Aaye Naa Judai’ on Star Plus and ‘Mohulla Mohabbat Wala’on SAB.

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