COLORS - India's most popular TV channel officially is added to UK’s popular Asian bouquet, VIEWASIA- package price remains same despite addition of the extra premium channel!

It is official - India's most widely viewed channel, COLORS launches on Monday, 19th April 2010 in UK's popular Asian TV bouquet, VIEWASIA - strengthening its dominant position further into a new bouquet of eight channels. And with Sony Entertainment Television Asia, MAX, B4U Movies, Aaj Tak, ARY Digital, SAB and Sahara One forming an amazing arena of entertainment, it means variety, quality and innovation in terms of TV viewing.

Now with COLORS, VIEWASIA consolidates its position as Britain's finest provider of Asian family entertainment. And yes, value for money. The VIEWASIA subscription package price for eight channels remains at £17.99; so bringing more 'color' into your life is free!

With a gamut of shows focused on providing meaningful and differentiated entertainment, COLORS burst on to the Indian television scenario in July 2008 and has since then gone on to capture the number one spot in the genre, replacing the decade long leader, within a year of its launch. Now, as it expands its global footprint, COLORS is confident that its lineup of shows with their unique story lines which provide a slice of India with entertainment that transcends region, religion, gender and age, will help the South Asian diasporas to connect with its roots better.

Shedding light on this development, Rajesh Kamat, Group COO, Viacom18 and CEO COLORS, said, "Becoming an encrypted pay channel was always on the cards for COLORS. It gives me immense pleasure and pride to see COLORS as a part of the VIEWASIA package. I am positive that this association will prove to be very profitable and will produce some excellent results for us while we entertain our audiences in the UK.


 
Rajan Singh, Executive Vice-President - International Business, Sony Entertainment Network, said: “Our objective has been clear from the beginning – to provide value entertainment to our audiences without pinching their pocket. We almost halved our subscription fee to just £17.99 for 7 channels when Sony-B4U joined MAX MIX to create VIEWASIA. And now, with the inclusion of Colors in the VIEWASIA bouquet, keeping with our objective Colors will be added without any additional cost to the VIEWASIA package price”.

With the backing of entertainment powerhouse Sony Entertainment Network, which has been present for over a decade in the UK, VIEWASIA represents a one-stop shop for Asian viewers. With a mix of innovative programming across all genres, it is changing the television landscape in the country.

The now more COLOR-ful VIEWASIA is all set to invade the drawing rooms of British audiences, for whom the TV experience will never be the same again.

COLORS is available on Sky digital 829. Prices of VIEWASIA start from just £9.99 per month with no annual contract. To subscribe, please call 08448 55 22 22.

-Ends-

For further information please contact: Debarshi Pandit at Sony Entertainment Network on:

T:            +44 208 978 3683

F:            +44 208 978 3671

E:            debarshi_pandit@spe.sony.com

Notes to Editors

The VIEWASIA bouquet of channels currently consists of:

Aaj Tak is India’s No. 1 news channel since inception and has won the prestigious Best News Channel award for 8 years in a row. Aaj Tak’s unique style of passionate story telling and live coverage has become its hallmark. Aaj Tak is part of TV Today Network Ltd – India’s No. 1 News Network. The channel is currently available in US, Europe and UK. Aaj Tak has also been voted as the ‘Most Trusted Media Brand’ in India by BBC/Reuters.

ARY Digital is the first URDU channel started from UK in 1999. ARY Digital is designed to present quality - interactive entertainment that can be watched by the entire family. As part of its repertoire of quality content, ARY DIGITAL boasts of owning the broadcast rights for the most cricket playing days compared to any other channel in UK, including the rights for all matches played by India (BCCI) and Pakistan (PCB) in their home countries. ARY DIGITAL is the only URDU channel on View Asia.

B4U Movies Since launching in 1999, B4U has provided entertaining, innovative programming and has become a popular household name internationally. Available in over 100 countries, B4U Movies caters to Bollywood fans worldwide. B4U Movies showcases the latest blockbuster hits and international premieres from a variety of genres providing the best in Bollywood entertainment including gossip and star studded interviews.

COLORS is Viacom18’s (a 50/50 joint venture operation in India between Viacom Inc. (NYSE: VIA, VIA.B) and the Network18 Group) flagship brand in the entertainment space in India. A combination of ‘emotions’ and ‘variety’, COLORS launched in India on 21st July 2008 offers an entire spectrum of emotions to its viewers. From Fiction shows to Format shows to Reality shows to Blockbuster Movies – the basket contains all ‘Jasbaat Ke Rang’. ‘COLORS’ is dedicated to promoting ‘Cohesive viewing’, through programmes like Sabki Jodi Wohi Banata…Bhagyavidhata, Maat Pita Ke Charnon Mein…Swarg, Balika Vadhu- Kacchi Umar Ke Pakke Rishtey,  Bairi Piya, Uttaran, Na Aana Is Des Laado, Fear Factor – Khatron Ke Khiladi Level 2, Bigg Boss Season 3, Chhote Miyan Chapter 2, India’s Got Talent & I00 % amongst others.

MAX the Premium Hindi Movie Channel has secured its position as a leading Movie Channel in the UK. With Golden Classics such as Don to Mughal –E-Azam and off course the first to bring World Premiere box office hits such as Singh is Kinng, Heyy Babyy, Bachna Ae Hasseno, Saawariya, Om Shanti Om, etc. With its award winning on air look and promotions such as Ab Tak Bachchan, MAX truly is a channel that is spearheading entertainment value.

SAB is the first pure standalone comedy based channel in Indian television history. SAB content offers fresh, innovative and relevant mix of comedy based programming aimed at the young and old alike. Their shows tap into the gamut of emotions that are experienced by the entire family. From comedy and dramedy to reality shows and dramas, SAB continues to explore fresh themes and genres that make the audience sit-up and smile, and in many cases implore them to indulge in 'appointment viewing'.

Sahara One is a premiere entertainment channel and has a stellar line up of popular fiction and non-fiction shows. The channel is also popular amongst viewers for its mega events, children’s programming, dramas and lifestyle programs.

Sony Entertainment Television Asia is the international feed of Sony Entertainment Television that since its launch in the Indian sub-continent in 1995 has enjoyed rapid growth and considerable success. SET Asia is now available in over 100 countries globally including the UK since 1998. The channel offers its viewers a distinctive blend of entertainment programmes 24 hours a day including news, music, dramas, comedy, Bollywood movies and events.