Colors TV is an Indian general entertainment broadcasting network owned by Viacom18. The network’s programming consists of family dramas, comedies, youth-oriented reality shows, crime shows, and television movies.
It was launched on 21 July 2008 by Viacom 18 under the then CEO Rajesh Kamat. In less than a year, Balika Bhadhu, Uttaran, Bigg Boss, Fear Factor: Khatron Ke Khiladi, Sasural Simar Ka, Udaan have helped the channel overtake decade-old market-leader Starplus in weekly gross rating points (GRPs). Color HD was added on 24 October 2011 by various MSOs and DTH operators in India and Nepal, including Dish Home (Nepal), Asianet Digital TV, DishTV, Airtel Digital TV, Videocon D2H and Tata Play. Hathaway Digital Cable offers Color HD. On 21 January 2010, Colors became available on Dish Network in the United States, Canada, and Mexico, where it was called Apka Color (Your Colors) with English subtitles on every show to avoid confusion with the now defunct Color TV. Amitabh Bachchan acted as the brand ambassador for the UK and USA launches.
Color launched in the UK and Ireland on 25 January 2010. On 9 December 2009, INX Media confirmed that Colors had bought 9XM’s Sky EPG slot on channel 829, and on 5 January 2010, Colors entered into an agreement to join the ViewAsia subscription package. . The channel was initially available free-to-air and was then added to the ViewAsia package on 19 April 2010. Color was added to Virgin Media on 1 April 2011 as part of the Asian Mela Pack. On 2 September 2013, Colors dropped the ViewAsia package and became free-to-air again on satellite, as well as moving to Virgin’s basic package.