MUMBAI: Viacom 18 Media has launched its channel – Colors in the United States. The channel will be called Aapka Colors in the US and is being distributed through DISH Network.

Viacom 18 and Network 18 Group CEO Haresh Chawla, DISH Network vice president international programming Chris Kuelling and Viacom18 Group COO and Colors CEO Rajesh Kamat made the announcement.

Aapka Colors is available in DISH Network’s Hindi Mega Pack, which currently offers 16 other Hindi channels, and the Hindi Super Pack, both of which include general entertainment channels from India.

Chawla said, "Over the last 18 months, Colors has risen to become the No. 1 rated general entertainment channel in India. The launch of Aapka Colors in the US is part of Viacom18’s aggressive growth plans to extend this successful franchise of our flagship brand outside India."

Kuelling added, "With the addition of Aapka Colors to our platform of high value Hindi channels, our viewers are assured of watching all the top rated TV programs from India. DISH Network has led international programming innovation for the US based South Asian community since 1998. The launch of Aapka Colors on DISH Network is another significant step in our evolution of providing market leading programming for the aware and connected Indian consumer in the United States."

Aapka Colors brand ambassador Amitabh Bachchan said, "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 honored in being able to partner with a media channel that has been a conduit of social change while churning out excellent quality entertainment. 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."