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Star Plus, Colors go West

india Updated: Sep 24, 2010 22:39 IST
Agencies
Indian diaspora

The Indian diaspora in the US and the Middle East will soon be able to stay abreast of small screen developments back home.

On Friday, Star India Plus announced it had joined hands with American Verizon FiOS TV to bring its shows to people of South Asian origin in the US.

The channel began launching on FiOS TV this week and will be in all markets by Monday.

"The addition of Star India Plus to the FiOS TV channel lineup further enhances our overall multicultural offering," said Terry Denson, vice president of content strategy and acquisition for Verizon.

Prime time programmes on Star India Plus include household-name soap operas like Tere Liye, Sasural Genda Phool, Pratigya and Behenein, and other favourites like Bidaai and Yeh Rishta Kya Kehlata Hai. The channel also offers some of India's favourite reality programmes and game shows.

Friday also brought an announcement from Viacom 18 Media about the launch of its flagship channel Colors in the Middle East. Sources said the company's endeavour is to capture the local Arab and Arab expatriate audience.

The channel will be broadcast on the direct-to-home platform through Arab Digital Distribution Company (ADD), a leading DTH player in the Middle East and the North African region.

Viacom18 Group COO and Colors CEO Rajesh Kamat said, "After our successful launch in the US and the UK this year, we are pleased to partner with ADD to offer the best of family entertainment to our viewers in the Middle East."