Mumbai, Feb 14: Hindi entertainment channel 'Colors', whose popular serial 'Balika Vadhu' dwells on the social evil of child marriage, says it does not intend to be "preachy" but be entertaining and convey a message at the same time.
"Our forthcoming show 'Na Aana Is Des Laado' is about female infanticide, while 'Mere Ghar Aayi Ek Nanhi Pari' is about a family wanting a girl child," Ashwini Yardi, Head of Programming, Colors, told reporters here.
"Our new lineup of shows, both in fiction and non-fiction format, underscore our commitment for differentiated content."
In an attempt to stick to storyline and ensure that the plot does not stray succumbing to market demands, Yardi said the less than one-year-old channel has decided to end its prime time show 'Mohe Rang De' because the story is nearing an end despite the show getting good response.
Colors CEO Rajesh Kamat said 'Khatron ke Khiladi' and 'Bigg Boss' had created a lot of buzz for the channel, launched in July 2008. "Our distribution strategy also paid off well," he said.
'Khatron ke Khiladi level 2' and 'Bigg Boss 3' will be the biggest attractions of 2009, Kamat said. There is also another show 'India's Got Talent', a talent hunt programme making its debut in Asia outside America and Britain.
Besides, the channel has also acquired Studio 18's library of box office hits of 2008 - 'Ghajini', 'Jaane Tu Ya Jaane Na', 'Golmal Returns', 'Sarkar Raj' and 'Kidnap', he said.
Tele soap queen Ekta Kapoor has also joined the channel to make a horror series, 'Koi Aane Ko Hai'.
Bureau Report