Aapka Colors targets South Asian diaspora

Viacom18 Media, a joint venture between Viacom and Indian entertainment conglom Network18, has launched its Hindi-language channel Colors as Aapka Colors in the U.S.

The channel, which is aimed at the South Asian diaspora in the U.S., is being distributed through the Dish Network.

Colors was launched in India mid-2008 and quickly became the country’s most watched Hindi general entertainment channel on the back of shows like “Fear Factor — Khatron Ke Khiladi,” “Balika Vadhu” and “Jai Shri Krishna.”

The U.S. channel will have the same blend of scripted series, reality shows, game shows and Bollywood films.

Rajesh Kamat, group chief operating officer at Viacom18, and CEO of Aapka Colors, said: “One of our key strategies for this market 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.”

The channel has signed Bollywood icon Amitabh Bachchan as brand ambassador in order to help introduce the channel to U.S. viewers.

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