Mumbai: This Valentine?s Day, Big CBS Love aims to rekindle every viewers? memories of love with a 14-hour special ?Shades of Love?.

Over the course of the 14 hours, viewers will witness various shades of love like complicated love, forever lover and naughty love through dramas and movies packed with trivia and contests celebrating the spirit of Valentine?s Day.

The channel has roped in Garnier as the associate Sponsor for the special feature.

Starting at 6 am, the celebration will go on till 8 pm on the English GEC that targets women.

Kicking off the Valentine?s Day celebrations will be the telecast of television?s teen drama series, 90210. The show will be followed by some romantic movies. Starting with Patrick Swayze and Melanie Griffith?s romantic saga Forever Lulu, and followed up by romantic comedy Married to Malcolm and Richard Gere-Winona Ryder starter romantic drama Autumn in New York, the film line-up for ?Shades of Love? aims to showcase the various emotions that viewers associate with the feeling of love.

The channel will then air the American dating reality-based competition series ?Excused?. ?Shades of Love? will also feature some exclusive contests, trivia and vox-pops of viewers and celebrities during the course of the day.

BIG CBS business head Anand Chakravarthy said, "Shades of Love is the all-round celebration of the various feelings and sentiments associated with love. Our Valentine?s Day special features a great line-up of the latest shows from the US which have won many accolades and critical acclaim. We are confident that the 14-hour showcase will appeal not only to the urban elite women, but will also provide a great platform enabling marketers and advertisers to reach out to their core audiences."