Colors keeps spotlight on content line-up in 2009

Colors has announced their content line-up for 2009, which includes both fiction and non-fiction formats.  The big ticket shows among these will be Fear Factor Khatron ke Khiladi Level two, India's Got Talent and the third season of Big Boss.

Besides these, there is also Is Des Na Aana Laado, Koi Aane Ko Hai, Chhote Miyan Bade Miyan and Mere Ghar Aaye Ek Nanhi Paree.

The horror series Koi Aane Ko Hai will be the first time Colors is collaborating with Balaji Telefilms. India's Got Talent is being produced by Synergy Adlabs which is a Freemantle Media format, originally created by American Idol judge Simon Cowell. Fear Factor Khatron ke Khiladi Level 2, Chhote Miyan, Bade Miyan and the third season of Big Boss will all be produced by Endemol India.

Is Des Na Aana Laado will be produced by Shakuntalam Films while Mere Ghar Aaye Ek Nanhi Paree will be produced by Deeya and Tony Singh.

On the road ahead, Rajesh Kamat, CEO (pictured), Colors said, "We have clearly seen the yields go up. We currently have in the league of 200 odd advertisers. We still have to get about 70 to 80 more GEC advertisers. We launched in July when a lot of them had stuck and committed monies and firmed up their plans. This year is going to be a big one for us because we are getting into the year from day one and getting our annual commitments in place and that upside is definitely there."

Kamat admits that there may be a legacy factor that STAR Plus possibly commands, "We will have to factor that in when the rates go up and down. But on a property like Balika Vadhu, there is a premium that it commands because it is the hottest property, those rates are setting in."