Colors channel launched in the US as Aapka Colors

General entertainment channel (GEC) Colors was launched in the US and will be distributed through DISH network as Aapka Colors.

The channel, launched Wednesday, aims to entertain the widespread South Asian community residing in US with its blend of entertainment through scripted series, reality shows, game shows and Bollywood films.

'Over the last 18 months, Colors has risen to become the No.1 rated GEC in India. The launch of Aapka Colors in US is part of Viacom18's aggressive growth plans to extend this successful franchise of our flagship brand outside India,' said Haresh Chawla, group CEO Viacom18 and Network18.

The channel is available in DISH Network's Hindi mega pack, which currently offers 16 other premium Hindi channels.

Bollywood megastar Amitabh Bachchan is the brand ambassador of the channel in US.

'Though my association with the Indian channel began recently with one of its most successful shows in recent times - 'Bigg Boss Season 3', I've been watching it for over a year. Now, by taking on the responsibility of being its brand ambassador, I feel honoured in being able to partner with a media channel that has been a conduit of social change while churning out excellent quality entertainment,' he said.

'I am sure, Aapka Colors, with its myriad hues of entertainment, will spread its magic in the United States as well, as it did in India,' he added.

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