MUMBAI: Viacom 18 has joined hands with World On-Demand IPTV platform’s parent company New Media Group K.K., to launch the general entertainment channel – Colors onto the World On-Demand service.

This carriage agreement represents the first ever global launch of a major entertainment channel on IPTV as customers across the globe shall be able to preview Colors for one week at no cost.

World On-Demand vice president of sales and distribution Sumit Ahuja said, “We’re delighted to be the first TV platform in the world to offer COLORS to our subscribers and to help promote this great brand. The enormous success of the channel in India and its ability to draw subscribers from other communities is a testament to the great job Viacom 18 is doing, and it matches the cross-community emphasis that we take in our marketing and its mission. The India content industry in general is producing great stuff of late, and we are really happy to be working with Viacom 18 and other leading media companies to continue to lead this revolution in how we get our favorite TV content."

From October, World On-Demand members will be able to watch the channel through subscribing to one of a number of channel packages that are aimed at specifically at underserved communities around the world. Colors will be available free for a limited time on the service as part of a global marketing campaign highlighting the new launch.

Viacom 18 Media senior vice president network development Sanjev Hiremath said, “We are glad to partner with The New Media Group to extend Colors’ entire spectrum of emotions to the Indian viewers in Japan, Korea, Taiwan and Australia. Colors has received tremendous response since launch in India and we are confident that its shows like Balika Vadhu, Jai Shri Krishna, Bigg Boss, Mohe Rang De and Jeevan Saathi amongst other will now become household names amongst the Indian diaspora in these markets, soon.”