Another Hindi entertainment channel is on the anvil! Come July 2008, India will see the launch of Viacom18's new offing, Colors.

The launch event of Colors was held in Bangkok today and was headlined by Bollywood superstar Akshay Kumar who will be hosting the channel's 'Fear Factor – Khatron Ke Khiladi' show.

Rajesh Kamat, CEO, Colors explained that emotions were the key to target the Indian audience and that the channel would look at capturing the various shades of human emotions in this channel.

Colors intends to begin with a full-fledged primetime band with 'Fear Factor – Khatron Ke Khiladi' and period drama 'Mohe Rang De' being the two highlighted at the event.

Colors, which will have an international feel, is expected to launch in the UK within months after its India debut, according to sources.

Recently the India TV market has seen a slew of Hindi entertainment channels including Bindaas, ZEE Next, NDTV Imagine and 9X.

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