MUMBAI: Viacom18 has entered into a distribution partnership with Virgin Media to launch its flagship Hindi general entertainment channel Colors on their cable platform.

Colors is already available on the Sky platform in the UK as a part of the ‘View Asia‘ bouquet since Jan 2010. With the launch on cable, the channel hopes to significantly expand its reach. 
 
Virgin Media has added Colors on channel No 826 of its ‘Asian Mela‘ package, which is priced at ?11. The new collection represents the richness of Asian culture with the emphasis on community, family and entertainment.

Viacom18 head – International Business Gaurav Gandhi said, “After the successful launch of Colors in the UK last year on the DTH platform, we are delighted to now launch the channel on Virgin’s cable platform. We are confident that with the addition of Colors the Asian Mela package will reach newer heights. The substantially increased reach of Colors in the UK market will now make the channel available to the majority of the South Asian diaspora.”  
 
Colors said the viewers in UK will be able to catch up on weekday dramas including Balika Vadhu and Uttaran and reality shows like Bigg Boss and Fear Factor – Khatron Ke Khilaadi.

Virgin media executive director of digital entertainment Cindy Rose said, “We’re constantly looking at ways to cater to our diverse customer base and the refreshed Asian Mela package is perfect for anyone interested in the latest TV shows and Bollywood movies. We hope viewers will be able to really enjoy a taste of the colour and passion of Asian culture with this new collection of programmes from the Colors stable.”