Colors Rolls Out in the U.S.

NEW YORK/MUMBAI: Leading Hindi-language general-entertainment channel Colors, a joint venture of Viacom and India’s Network18, launched yesterday on DISH Network in the U.S.

Colors, one of a portfolio of channels operated by the Viacom/Network18 joint venture Viacom18 Media, will be known in the U.S. as Aapka Colors, delivering a slate of scripted series, reality shows, game shows and blockbuster Bollywood films for South Asian audiences. The channel is available in DISH’s Hindi Mega Pack, which currently offers 16 other premium Hindi channels, and the Hindi Super Pack.

Haresh Chawla, group CEO of Viacom18 and Network18, commented: "Over the last 18 months, Colors has risen to become the number one rated general-entertainment channel in India. The launch of Aapka Colors in the U.S. is part of Viacom18’s aggressive growth plans to extend this successful franchise of our flagship brand outside India."

Rajesh Kamat, Group COO of Viacom18 and CEO of Colors, added: "Our unique concepts and fresh approach to programming have made our shows and characters, household names in India. Given that and DISH’s robust distribution, I’ve no doubts that we’ll replicate our success in the U.S. market as well."

Kamat added: "One of our key strategies for this market is that there will be no lag in the telecast of episodes versus India thus ensuring that the viewers in this market are always up to speed with all of our key shows."