Viacom18 Media's flagship Hindi-language entertainment channel Colors has today launched on Virgin Media and will form part of the cable operator's new Asian bundle.
Colors TV, which launched on Sky in February, broadcasts a 24-hour schedule featuring entertainment programming, reality TV, drama, gameshows, Bollywood films and Indian versions of popular formats, such as Fear Factor and Got Talent.
The channel is included in Virgin Media's new Asian Mela bundle, which refreshes the Asian channels and services already available on the cable TV platform.
Asian Mela comprises of 11 TV channels, including ARY Digital, B4U Movies, B4U Music, SET Asia, MAX, Star Plus, Star News, Zee Cinema, Zee Punjabi, Zee TV and Colors TV, along with popular Asian radio station Sunrise Radio. Priced at £11 a month, the bundle features programming aired in several languages, including Hindi, Urdu and Punjabi.
Cindy Rose, executive director of digital entertainment at Virgin Media, 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."
Gaurav Gandhi, head of international business at Viacom 18, added: "We are confident that the addition of Colors to Asian Mela will make the offering even more compelling for the South Asian viewers in the UK. The resultant increased reach of the channel now makes it available to a majority of the country's South Asian community."
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