Viacom 18 Media Pvt. Ltd, an equal joint venture between Viacom Inc. and Network18, one of India's leading entertainment conglomerates, today announced the launch of its flagship channel, Colors, in the Middle East.

The channel will be distributed on DTH exclusively on Pehla packages in all Middle East and North Africa countries through Arab Digital Distribution Company (ADD), the leading DTH player in the Middle East and the North African region.

Colors will also be available on cable and IPTV in the UAE through e-Pehla packages on E-Vision and on Du and in Qatar through Q-Tel.

After successful launches in the US, the UK, and Australia -New Zealand, Colors now aims to entertain the widespread South Asian community residing in the Middle East & North Africa with its popular fiction series, reality shows and blockbuster Bollywood films. Additionally, the channel is also looking at capturing the local Arab and Arab expat audience, particularly the young generation that is familiar with Bollywood entertainment. It will be available as part of all three Asian packages offered by ADD - Pehla Basic, Pehla Silver and Pehla Gold.

Rajesh Kamat, Group COO - Viacom18 and CEO - Colors, said, "It is a matter of pride for us that in a short duration of two years, Colors has not only become India's favourite entertainment destination but is on its way to replicate its success in other key markets as well. After our successful launch in the US and the UK this year, we are pleased to partner with Arab Digital Distribution to offer the best of family entertainment to our viewers in the Middle East. The launch is part of Viacom18's aggressive growth plans to extend our flagship brand outside India."

Commenting on the partnership with Viacom18, Mr. Abdel Ghani Ali, CFO, Arab Media Corporation (AMC), the parent company of ADD, said, "With the addition of Colors to the Pehla bouquet, ADD is further strengthening its position as the regional market leader. Over the years, ADD has consistently added some of the best known Asian television channels to its Pehla bouquet, thus catering to the varied and ever evolving media needs of its customers. Colors certainly adds a greater depth to the general entertainment quotient of the Pehla bouquet."

"The tie-up with ADD offers enormous strategic advantage to Colors as the channel will leverage Pehla's established audience franchise across the Mena region," added Mr. Ghani.

Elaborating on the addition, Mr. Humaid Rashid Sahoo, CEO of E-Vision, said, "We are very pleased to welcome Colors on our platform. Considering our pioneering heritage and our standing as the leading cable TV provider in the UAE, the addition of Colors to e-Pehla packages on E-Vision and e-Life further reinforces our commitment to offer the best in TV entertainment to our viewers."

Viewers in the Middle East now will be able to watch the most popular Indian fiction shows including Balika Vadhu, Uttaran, Laagi Tujhse Lagan and Naa Aana Iss Des Laado on the same day as the Indian telecast. They can look forward to an exciting line up of big ticket reality shows including Fear Factor: Khatron Ke Khiladi x 3, hosted by Bollywood's reigning queen, Priyanka Chopra and Bigg Boss Season 4 featuring the most wanted superstar, Salman 'Dabangg' Khan on the channel.

A Bollywood extravaganza awaits them as Colors readies to premiere the latest and the biggest Hindi blockbuster films in the months to come. The exciting movie line-up on the channel includes Akshay Kumar starrer, Khatta Meetha and Tees Maar Khan; Salman Khan's mega-blockbuster, Dabangg; Ajay Devgn's gritty thriller, Once Upon A Time in Mumbaai; Sanjay Leela Bhansali's much awaited, Guzaarish featuring Hrithik Roshan and Aishwarya Rai; Priyanka Chopra's Saat Khoon Maaf; Sonam Kapoor starrer, Aisha and Abhishek Bachchan-Deepika Padukone starrer Khelein Hum Jee Jaan Sey, amongst others.

ADD packages reach out to more than 1.2 million subscribers across the region on three different bouquets and offer more than 60 channels covering different genres of entertainment and information. With the highest audience reach across the GCC, Pehla which caters to the Asian diaspora, is the fastest growing pay television bouquet in the Middle East.

"Pehla has continued to maintain a robust year-on-year growth despite the prevailing recessionary conditions, with subscription and advertising revenues clocking $55m in 2009, riding on premium cricket and the diverse content offering. We expect a further boost for 2010 with Colors and new channel additions likely to drive the growth in subscription and advertising revenues," added Mr. Ghani.