Viacom18’s ‘COLORS’ channel launches on Pehla in the ME

India’s favourite Hindi Entertainment Channel ties up with Arab Digital Distribution, to be available as part of the Pehla packages

Rajesh Kamat, Colors CEO and Abdel Ghani Ali, CFO, Arab Media Corporation.

Viacom 18 Media Pvt. Ltd, an equal joint venture between Viacom Inc. (NYSE: VIA and VIA.B) and Network18, one of India’s leading entertainment conglomerates, announced the launch of its flagship channel, COLORS, in the Middle East in a press conference held at Majlis Al Mina Ballroom, Madinat Jumeirah, Dubai. Rajesh Kamat, Colors CEO, Abdel Ghani Ali, CFO, Arab Media Corporation, Sonia Huria, Colors Senior Manager — Communications were present at the event.

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.

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. After our successful launch in the US and the UK this year, we are pleased to partner with Arab Digital Distribution to offer the best of family entertainment to our viewers in the Middle East. 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. Over the years, ADD has consistently added some of the best known Asian television channels to its Pehla bouquet, thus catering to the varied and ever evolving media needs of its customers. 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 Mr. 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.

Priyanka Chopra with participatns of Fear Factor: Khatron Ke Khiladi x 3

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.