Colors Gujarati

Colors Gujarati is a Gujarati-language general entertainment television channel serving audiences in Gujarat and Gujarati-speaking communities in India. The channel was originally part of the ETV regional television network and operated under the ETV Gujarati name before being incorporated into the Colors portfolio. Its programming proposition is centered on Gujarati-language entertainment, including serialized fiction, reality and variety formats, comedy, family-oriented shows, and other locally relevant programming. The channel’s corporate history is tied to the restructuring of India’s regional television sector. In January 2014, TV18 acquired the non-Telugu television assets of ETV Network from the Eenadu Group for a reported consideration of ₹2,053 crore, together with permission to continue using the ETV brand for those services. The transaction brought ETV Gujarati into the wider Network18 and Viacom18 ecosystem. In March 2015, Viacom18 announced a coordinated rebranding of its five non-Telugu ETV general-entertainment channels. ETV Gujarati consequently became Colors Gujarati, alongside the conversions of ETV Marathi to Colors Marathi, ETV Kannada to Colors Kannada, ETV Bangla to Colors Bangla, and ETV Odia to Colors Odia. The rebrand connected the Gujarati service to the broader Colors identity, which was used by Viacom18 for general-entertainment channels in multiple Indian languages. Although the channel retained a regional editorial and programming focus, the Colors architecture allowed the business to share brand positioning, production capabilities, promotional practices, and selected format expertise across language markets. Colors Gujarati therefore functions as a regional television brand rather than as a standalone diversified media company. Viacom18’s ownership structure changed several times after the rebranding. In 2018, TV18 acquired Viacom’s majority interest in the joint venture, giving TV18 operational control while Viacom retained a minority holding. In 2022–2023, Bodhi Tree Systems invested in Viacom18, and Reliance’s JioCinema streaming service was brought into the Viacom18 platform. These developments increased the strategic connection between linear television channels such as Colors Gujarati and Reliance’s broader digital entertainment strategy. In 2024, Viacom18’s television and digital assets were combined with Disney’s Indian media assets in a transaction that created JioStar. The merger became effective on 14 November 2024 after regulatory and corporate approvals. Colors Gujarati consequently became part of the JioStar television portfolio, while the broader group combined Colors and Star entertainment channels with sports and streaming properties. Publicly available reference material does not establish a separate founding date, headquarters, current channel leadership team, or a complete programming catalogue for Colors Gujarati itself.

Colors Gujarati originated as ETV Gujarati, a regional general-entertainment television service aimed at Gujarati-language viewers. The channel formed part of ETV Network’s group of language-specific Indian television services. Available reference material does not specify the channel’s original launch year, founding personnel, or initial headquarters, so those details remain unconfirmed here. A major change came in January 2014, when TV18 acquired ETV Network’s non-Telugu television assets. The transaction included the Gujarati service and moved it into the corporate orbit of Network18 and Viacom18. The acquisition was strategically significant because it gave the buyer a larger collection of established regional channels across several Indian language markets. ETV Gujarati retained its regional-language identity while becoming part of a broader television platform with national-scale resources. In March 2015, Viacom18 announced that the non-Telugu ETV general-entertainment channels would be rebranded. ETV Gujarati became Colors Gujarati, joining a coordinated family of Colors regional channels. The change was more than a name replacement: it connected the Gujarati service with the Colors brand architecture and its national entertainment positioning. The channel continued to target Gujarati-speaking viewers, but its identity was placed within a standardized multi-language portfolio that also included Colors Marathi, Colors Kannada, Colors Bangla, and Colors Odia. The corporate group behind the channel subsequently underwent further ownership and strategic changes. In 2018, TV18 acquired Viacom’s majority position in the Viacom18 joint venture and took operational control, while Viacom remained a minority participant. In 2022, Bodhi Tree Systems announced a substantial investment backed by the Qatar Investment Authority. The transaction was completed in 2023, and Reliance-linked digital assets, including JioCinema, were brought into the wider Viacom18 platform. These changes supported a strategy combining conventional television channels with digital distribution and streaming. The next major turning point was the combination of Viacom18 and Disney’s Indian television and streaming assets. The transaction received regulatory and corporate approvals during 2024 and became effective on 14 November 2024, creating JioStar. The combined business brought together the Colors and Star television brands, sports properties, and streaming services. Colors Gujarati therefore became part of JioStar rather than remaining an independently controlled ETV-era channel. The available sources do not provide enough channel-specific information to identify its present programming schedule, executive team, financial performance, or detailed audience metrics.

• 2024

  JioStar is created

  [1]Viacom18en.wikipedia.org

  The Viacom18 and Disney Star combination becomes effective, placing Colors Gujarati in the JioStar group.

• 2023

  Bodhi Tree investment is completed

  [1]Viacom18en.wikipedia.org

  Bodhi Tree Systems acquires a stake in Viacom18, supporting a broader television-and-streaming platform linked to Reliance.

• 2018

  TV18 takes operational control of Viacom18

  [1]Viacom18en.wikipedia.org

  TV18 acquires Viacom’s majority interest in the joint venture, changing the ownership structure behind Colors Gujarati.

• 2015

  ETV Gujarati becomes Colors Gujarati

  [1]Viacom18en.wikipedia.org

  Viacom18 rebrands ETV Gujarati as Colors Gujarati as part of a coordinated relaunch of five non-Telugu regional entertainment channels.

• 2014

  TV18 acquires ETV’s non-Telugu television assets

  [1]Viacom18en.wikipedia.org

  The acquisition brings ETV Gujarati into the group that later operates it within the Viacom18 and Colors portfolio.

A Gujarati-language general-entertainment channel combining locally relevant programming with the wider Colors regional television brand.

• Regional general-entertainment television channel

  Colors Gujarati

  The brand’s principal offering is a Gujarati-language linear television channel. It is intended for viewers seeking entertainment in Gujarati and is positioned within the broader Colors family of Indian general-entertainment services. Its expected programming mix includes scripted serials, reality or variety programming, comedy, and family-oriented entertainment, although the supplied sources do not identify a definitive current programme list.

• 2015Colors Gujarati rebrand

  India

  The channel was repositioned from ETV Gujarati to Colors Gujarati as part of Viacom18’s coordinated rebranding of five non-Telugu ETV regional channels.

  Outcome. The service adopted the Colors identity while retaining its Gujarati-language regional focus.

  Source

• 2024

  Transfer the channel into JioStarM&A

  Background

  Reliance and Disney combined their Indian television and streaming assets, including Viacom18’s Colors channels.

  Action taken

  Viacom18 was merged with Disney’s Indian media business, creating JioStar.

  Aftermath

  Colors Gujarati became part of JioStar’s regional entertainment portfolio.

  Source

• 2015

  Adopt the Colors regional brandStrategy

  Background

  Viacom18 held a group of non-Telugu ETV regional general-entertainment channels acquired through TV18.

  Action taken

  The company renamed ETV Gujarati as Colors Gujarati and applied the same portfolio strategy to four other regional services.

  Aftermath

  The channel became part of a common multi-language Colors brand architecture.

  Source

1. 1Viacom18en.wikipedia.org
2. 2Colors Gujarati official websiteetvgujarati.in