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Colors, the general entertainment channel that set the Indian television screens ablaze with conquering the top spots in TRPs, is now entering the US market with its launch as ‘Aapka Colors’.

The channel has been launched exclusively on the leading distributor of international programming in US Dish Network and will available on Channel No. 651.

Colors is a brand of Viacom 18, a joint venture between Viacom Inc and one of India’s leading media & entertainment firms, Network 18. The operations of Colors is overlooked by its Chief Executive Rajesh Kamat, who was recently named the Group COO for Viacom 18.

This is the second release of the channel in the international market. Viacom18 launched the channel in UK on 25 January, 2010. In UK market, the channel has been introduced as 'Colors' itself. It is initially available as free-to-air for a couple of months.

Aapka Colors aims to deliver a wide array of entertainment content to the widespread South Asian community putting up in the U.S. Aapka Colors will be broadcasting a blend of entertainment programmes varying from scripted series, reality shows, game shows as well as blockbuster Bollywood films. For viewers in US the channel will air shows such as Balika Vadhu, Uttaran, Naa Aana Iss Des Laado, National Bingo Night and Jai Shri Krishna during the week. As for the weekends blockbuster Bollywood films and format shows will be broadcast.

Moreover, Mr. Amitabh Bachchan, who is symbolic to the Indian (Bollywood) film industry on the global platform is the brand ambassador for the Aapka Colors. Mr. Bachchan has been associated with Colors through the reality show Bigg Boss 3.

Colors has covered a path breaking journey in a short span of just one year of its launch (incepted on 21 July, 2008). The channel created a benchmark for itself by grabbing the leading general entertainment channel spot, overtaking the nine-year long leadership of Star Plus. As far as the programming of the channel is considered, the shows aired have been created on the current Indian scenario, such as child marriage, female foeticide, caste system among others.