Colors, one of the leading television channels in India, has been launched in the UK with none other than Bollywood megastar Amitabh Bachchan as its ambassador.
Viacom 18 Media, a joint venture between Network 18, an Indian entertainment group, and American media conglomerate Viacom, has launched Colors, its first Asian TV channel in the UK.
The launch of the 24-hour channel, which will be free-to-air at launch and then be added to Sky's View Asia platform, follows Colors' success in India.
Rajesh Kamat, chief operating officer of Viacom 18 and the chief executive of Colors, said, "I have no doubt that we will be able to replicate our success in key international markets like the US and UK."
Bollywood megastar Amitabh Bachchan has been chosen to be the face of the TV channel. The 67-year-old actor, who hosted the reality TV show Bigg Boss 3 on the channel, has said in an interview that he felt "honoured" at being made its brand ambassador.