New Delhi, Aug. 13 -- As the general entertainment category (GEC) grapples with audience fatigue and a shortage of fresh storytelling, JioStar's Colors is doubling down on a two-pronged strategy: socially rooted fiction and high-impact nonfiction. Known for portraying issues such as child marriage and transgender rights, the channel is also riding the popularity of reality hits such as 'Bigg Boss' and 'Khatron Ke Khiladi' to stay relevant across television and digital.

It has also invested in homegrown intellectual property (IP) such as Laughter Chefs, Dance Deewane, Hunarbaaz, Kitchen Champion and Cricket Ka Ticket, among others.

In a post-merger landscape with Disney's Star India, Colors is positioning itself not just as another GEC, ...