The HD feed of the channel will be available to Sky subscribers across Europe from February 14
February 13, 2017
IndiaCast a joint venture of Viacom18 and TV18, announced the launch of the high definition (HD) feed for Colors UK on DTH platform, SKY. Available on the same EPG number as the SD feed (No. 786), Colors UK HD will adapt to the HD set top box and will be available to viewers from February 14, 2017.
First launched in UK in January 2010, the Colors UK SD feed offers variety content from the Colors bouquet of offerings. Its HD feed will be available to Sky subscribers across Europe and will feature shows, including Devanshi, Dil Se Dil Tak, Ek Shringaar…Swabhimaan, Shakti…Astitva Ke Ehsaas Kii, Udann, Karmphal Data Shani, and many more. The channel will also feature weekend content including Naagin 2, Rising Star, upcoming show Chhote Miyan and blockbuster films.
Sudhanshu Vats, Group CEO, Viacom18, said, “We started out by increasing the footprint of our content offering across general entertainment and Indian movies through our channels in the UK. We now want to dial up the experience for our viewers and the launch of Colors HD is a step in that direction.”
Raj Nayak, CEO, Hindi Mass Entertainment, Viacom18 said, “Colors has been the entertainment provider in India as well as international markets. We continue to push the envelope as far as our offering to the South Asian diaspora is concerned. The launch of the HD feed for Colors UK will give audiences a slice of home, with better visual clarity, in the comforts of their living rooms.”
Anuj Gandhi, Group CEO, IndiaCast, said, “Colors UK has been providing diverse options for South Asian audiences for over seven years. We are committed towards showcasing top-notch content on our channels and are glad to join hands with SKY to bring HD quality content. We are also in talks with other service providers and distributors in Europe to launch our HD service.”
Govind Shahi, SVP & Business Head, UK for IndiaCast, said, “For the South Asian diaspora, Colors is constantly innovating and this free offering of Colors HD on Sky works on the smart swap technology, which enables the HD feed to be available on the same EPG as before. To ensure that no viewer is left out, we continue to provide the SD feed as well. This launch of Colors in HD coincides with the launch of all new exciting shows as well as the new 9-10PM slot.”
To promote the Colors UK HD feed, IndiaCast has devised a high intensity marketing campaign with “We Are Coming Closer To You” as its core messaging. The campaign will be delivered via cross-network promotions on Rishtey Cineplex and Rishtey Europe as well as spots across radio stations. In terms of off-air promotions, Colors UK HD communique will be highlighted through innovative print and outdoor mediums.