Channel V's Gumrah enters season 4 with Abhay Deol as the host

In their endeavour to bring distinguished content catering the youth, Channel V has announced the launch ‘GUMRAH - END OF INNOCENCE’ SEASON 4 with growingly popular youth icon Abhay Deol.

In sync with the show’s theme, the show was launched via a panel discussion throwing light on the Juvenile Justice Act Bill and the pressing and delicate issue of juvenile crimes. Featuring as panellists were prominent names including Bollywood actor Kabir Bedi, renowned author and yoga instructor, Ira Trivedi, Nishit Kumar- Head Communications and Strategic Initiatives at CHILDLINE India Foundation and the show’s host, Abhay Deol. The panellists from various walks of life came together and gave their insightful opinions on the current scenario of adolescent criminal behaviour and the recent juvenile justice act bill. Interesting notes were exchanged and debated upon by the panellists at the press conference with an aim to help understand the concern of juvenile delinquency.

In its fourth season, ‘GUMRAH - END OF INNOCENCE’ continues its efforts to comprehend the psyche of teenagers and understand the stress and pressures of modern life on them. Each episode tells of a shocking tale of heinous crimes committed across the country by the innocent driven to a moment of insanity.

Ajit Thakur - EVP and Business Head for Channel V said, "The show is about the youth, their tryst with crime and the circumstances which led to the incident, rather than sensationalizing the crime or the criminal himself. Over the years, the show has gained popularity with its exceptional content and execution and we are upping the ante this time around, hoping to really get the message across.”

Speaking about what makes this season stand out different Nipa Ashram said, "The show this time says, nobody is born criminal while last season said stay alert. So the tagline says it all in terms of what the show will look alike and we are looking at showing first time criminals but as like always the show will be focusing on giving a message with every episode."

Season four will be hosted by the young and dynamic Abhay Deol, who in turn will be accompanied by a celebrity in each episode. With a huge fan-following, the young actor has been in a number of roles that often have young people associate with, making him an apt choice for Gumrah. Every hour-long episode in the new season will shine the spotlight on a celebrity who will take of a teen crime story that they have experienced or witnessed in the course of their lives.

On their association with Abhay Deol, she said, "More than an ambassador we wanted someone who believes in stopping such issues and is opinionated."

First launched in March of 2012, the show has emerged as a one of kind crime series on prime time television, as it is a first ever attempt at showcasing crime committed by the most unassuming section of society - TEENS. Telling the story behind the unprecedented rise in juvenile delinquency, the television show uncovers the plight of innocent young adults who turn criminals due to circumstances.

Though television serials showcasing prevalent evils in society are not uncommon, Gumrah through its multiple seasons has always given a new outlook to how crime is perceived by viewers.

Most importantly the timings of the show have been altered and this time it is Sunday 1pm which is a never touched time-band for the broadcasters and mainly for such shows. Elaborating on that she said, "Yes, this is the first time that we at channel V have taken a time slot like this but the decision was made after studying and conducting an in-depth research of Youth GRPs. Also we are really confident on the fact that where ever and at what ever time slot Gumraah will be placed people will come and watch it."

In terms of marketing and promoting the show, as told by Ashram, Gumraah season 4 will be heavily promoted on digital medium and traditional media including OOH, TV and radio. The sponsors response is claimed to be good though Ashram was did not share the details about the partnerships.

Starting 31st August 2014 at 1pm, the one-hour show will showcase 13 episodes one every Sunday, Gumrah S4 is produced by Balaji Telefilms.