MUMBAI: On the occasion of Gudi Padwa - the Marathi New Year, Viacom18 has unveiled the new channel identity of Colors Marathi, the channel based on cultural ethos of Maharashtra.

This is a part of the recent announcement by Viacom18 on expanding its portfolio by rebranding five ETV regional general entertainment channels under the Colors brand name. The foray was flagged off by Colors Marathi in a star-studded Gudi Padwa extravaganza on 20 March, 2015 by revealing the channel’s new identity. 

The change will be brought alive on 22 March, 2015 by airing the visual extravaganza - the Marathi International Film and Theatre Awards (MICTA), an event that saw the best in Marathi film and theatre celebrate the success of the industry in Dubai.

The entertainment quotient will further be upped with the launch of three new show premiering on 23 March namely, Amchya Gharat Soon Bai Joraat at 6.30 pm, Majha Hoshil Ka at 9.30 pm and Sakhi at 10 pm.

Colors Marathi business head Anuj Poddar said, “We are truly excited about this new chapter and are looking forward to doing what we do best - to bring great quality content and entertainment to millions of our Marathi viewers. We hope that the audiences will continue to enjoy our shows. I am hopeful that this will be a key milestone in the continuing growth of the Marathi entertainment industry and take the entire Marathi TV entertainment industry to much greater heights.”

Speaking on the new shows marking the start of the channel’s new journey, Colors Marathi content head Sanjay Upadhyay said, “The new journey of Colors Marathi is a great milestone for us and we will continue to redefine the television viewing experience for your viewers. The three new shows that are set to launch are all unique and address the varying needs of our audiences. Hope that our viewers make these engaging and entertaining show a part of their daily lives.”