Viewers to pick their new ‘Anandi’ on COLORS!


UK audiences can now watch a unique blend of entertainment programmes, from reality and drama series through to comedy, game shows, blockbuster Bollywood films and Indian versions of international formats such as Got Talent, Bingo and Fear Factor.
 The 24 hour channel will be available free-to-air at launch and then subsequently will be added to the VIEW ASIA package. Bollywood legend, Amitabh Bachchan, will front the channel in the UK in his role as brand ambassador.  
Speaking about the launch, Bhavneet Singh, Viacom18 Board Director and Managing Director and Executive Vice President of MTV Network’s International’s Emerging Markets group said: “Since its launch in 2008, COLORS has changed the landscape of Indian entertainment and our continued investment and development of the Viacom18 portfolio really illustrates our long-term commitment to the Indian market. Our aim is to bring compelling and innovative programming to all Hindi audiences outside the Indian sub-continent, across all generations.
There is a huge appetite for Hindi language entertainment and we’re confident that COLORS will quickly become the ultimate family entertainment destination for Asian communities across the UK.”  Haresh Chawla, Group CEO, Viacom18 and Network18, added:  “Over the last 18 months, COLORS has risen to become the No. 1 rated general entertainment channel in India.
The launch of COLORS in the UK is part of Viacom18’s aggressive growth plans to extend this successful franchise of our flagship brand outside India.”


Rajesh Kamat, Group COO, Viacom18 and CEO COLORS, added “Our unique concepts and fresh approach to programming has made our shows and characters, household names in India. After having successfully consolidated our leadership position in India, I have no doubt that we will be able to replicate our success in key international markets like US and UK as well.
One of our key strategies for UK 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.”Introducing the channel to millions of his fans in the United Kingdom, Mr. Amitabh Bachchan, Brand Ambassador, COLORS, said, "Though my association with the Indian channel began recently with one of its most successful shows in recent times – Bigg Boss Season 3, I’ve been watching it for over a year.
Now, by taking on the responsibility of being its brand ambassador, I feel honoured in being able to partner with a media channel that has been a conduit of social change while churning out excellent quality entertainment. I am sure, COLORS, with its myriad hues of entertainment, will spread its magic in the U.K. as well, as it did in India." 
COLORS launched in India on 21 July 2008 and is the country’s no 1 Hindi language general entertainment channel. The service is distributed to 45 million households in India through cable, DTH and IPTV.     
About MTVNI’s Emerging MarketsMTVNI’s Emerging Markets Group is one of the fastest growing regions in the company’s portfolio of multi-platform businesses. The Emerging Markets Group manages 29 television channels, 30 websites, one video portal and four mobile TV channels encompassing the MTV, VH1, Nickelodeon, VIVA and Comedy Central and COLORS brands in Central & Eastern Europe, Russia, Africa, the Middle East and India. Additionally, the Emerging Markets portfolio includes MTVNHD, MTVNI’s first international high definition channel dedicated to music and kids which is operated by the Emerging Markets Group of behalf of MTVNI. MTVNI is owned by Viacom Inc (NYSE: VIA, VIA.B).    
About MTV Networks International:  MTV Networks International includes the premier multimedia entertainment brands MTV: Music Television, VH1, Nickelodeon, MTVNHD, TMF (The Music Factory), VIVA, Comedy Central and Game One. MTV Networks' brands are seen globally in 640 million households in 161 countries and 34 languages via 170 locally programmed and operated TV channels and more than 400 digital media properties.
The company's diverse holdings also include interests in television syndication, digital media, publishing, home video, licensing & merchandising and feature films. MTV Networks International is a unit of Viacom Inc. (NYSE: VIA, VIA.B).    
About ‘COLORS’ ‘COLORS’ is Viacom18’s (a 50/50 joint venture operation in India between Viacom Inc. (NYSE: VIA, VIA.B) and the Network18 Group) flagship brand in the entertainment space in India. A combination of ‘emotions’ and ‘variety’, it was launched in India on 21st July 2008 and offers an entire spectrum of emotions to its viewers.
From Fiction shows to Format shows to Reality shows to Blockbuster Movies – the basket contains all ‘Jasbaat Ke Rang’. The Channel is dedicated to promoting wholesome entertainment, through programmes like Sabki Jodi Wohi Banata…Bhagyavidhata, Maat Pita Ke Charnon Mein…Swarg, Balika Vadhu- Kacchi Umar Ke Pakke Rishtey, Uttaran, Na Aana Is Des Laado, Fear Factor – Khatron Ke Khiladi, & Chhote Miyan amongst others.