Viacom 18 Launches COLORS In Middle East

After successful launches in US, UK, Australia &  New Zealand, the channel is now available on Pehla packages in Middle East &  North Africa countries.

BestMediaInfo Bureau | Delhi | September 23, 2010

Viacom 18 Media Pvt. Ltd. has launched its flagship channel, COLORS, in the Middle East. The channel will be distributed on DTH exclusively on Pehla packages in all Middle East and North Africa countries through Arab Digital Distribution Company (ADD), the leading DTH player in the Middle East and the North African region. COLORS will also be available on cable and IPTV in the UAE through e-Pehla packages on E-Vision and on Du and in Qatar through Q-Tel.

After successful launches in the US, the UK, and Australia –New Zealand, COLORS now aims to entertain the widespread South Asian community residing in the Middle East & North Africa with its popular fiction series, reality shows and blockbuster Bollywood films. Additionally, the channel is also looking at capturing the local Arab and Arab expat audience, particularly the young generation that is familiar with Bollywood entertainment. It will be available as part of all three Asian packages offered by ADD – Pehla Basic, Pehla Silver and Pehla Gold.

Entering into the Middle East market, Rajesh Kamat, Group COO – Viacom18 and CEO – COLORS, said, “It is a matter of pride for us that in a short duration of two years, COLORS has not only become India's favourite entertainment destination but is on its way to replicate its success in other key markets as well. The launch is part of Viacom18's aggressive growth plans to extend our flagship brand outside India.”

Commenting on the partnership with Viacom18, Abdel Ghani Ali, CFO, Arab Media Corporation (AMC), the parent company of ADD said, “With the addition of COLORS to the Pehla bouquet, ADD is further strengthening its position as the regional market leader. COLORS certainly adds a greater depth to the general entertainment quotient of the Pehla bouquet.”

“The tie-up with ADD offers enormous strategic advantage to COLORS as the channel will leverage Pehla's established audience franchise across the MENA region,” added Ghani.

Viewers in the Middle East now will be able to watch the most popular Indian fiction shows including Balika Vadhu, Uttaran, Laagi Tujhse Lagan and Naa Aana Iss Des Laado on the same day as the Indian telecast. They can look forward to an exciting line up of big ticket reality shows including Fear Factor: Khatron Ke Khiladi x 3, hosted by Bollywood's reigning queen, Priyanka Chopra and Bigg Boss Season 4 featuring the most wanted superstar, Salman 'Dabangg' Khan on the channel.

A Bollywood extravaganza awaits them as COLORS readies to premiere the latest and the biggest Hindi blockbuster films in the months to come. The exciting movie line-up on the channel includes Akshay Kumar starrer, Khatta Meetha and Tees Maar Khan; Salman Khan's mega-blockbuster, Dabangg; Ajay Devgn's gritty thriller, Once Upon A Time in Mumbaai; Sanjay Leela Bhansali's much awaited, Guzaarish featuring Hrithik Roshan and Aishwarya Rai; Priyanka Chopra's Saat Khoon Maaf; Sonam Kapoor starrer, Aisha and Abhishek Bachchan-Deepika Padukone starrer Khelein Hum Jee Jaan Sey, amongst others.

ADD packages reach out to more than 1.2 million subscribers across the region on three different bouquets and offer more than 60 channels covering different genres of entertainment and information. With the highest audience reach across the GCC, Pehla which caters to the Asian diaspora, is the fastest growing pay television bouquet in the Middle East.

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