Colors, which is managed by IndiaCast (a TV18 and Viacom18 venture) in the overseas markets, will be available free in the UK from September 2, 2013 onwards and will no longer be a pay service. With this move, the channel will not be available as part of the VIEWASIA bouquet, and will be available to all Sky digital viewers as well as being available on Virgin Media’s cable platform, growing the channel’s reach exponentially.
Commenting on the development, Raj Nayak, CEO, Colors stated, “UK has a captive fan base for Hindi general entertainment, and we are elated to offer two of our leading brands, Colors and Rishtey, to our viewers here. With this move, we will be reaching out to a much wider audience base, giving them an enriching viewing experience of our top class fiction and non-fiction programming.”
Anuj Gandhi, Group CEO, IndiaCast added here, “At IndiaCast it is our constant endeavour to make our brands and content reach out to the South Asian Diaspora around the world. UK continues to be one of our most important markets, where in the past we have challenged the status quo with the launch and success of Rishtey, and now with Colors going free to air, we are making our next big move towards leadership.”
Gaurav Gandhi, Group COO, IndiaCast said “Our business in the UK has grown tremendously and we have launched three brands (Rishtey, Colors and News18 India) in three years in the region. With Colors going free to air, we will neutralise the undue distribution advantage that some of the other South Asian channels have enjoyed in the market, making it a level playing field.”
With popular soaps such as ‘Balika Vadhu’ and ‘Madhubala’ to reality programming and international formats such as ‘Jhalak Dikhlaa Ja’ and ‘Bigg Boss’, Colors is now available in close to 75 countries.