MUMBAI: Viacom18 has inked a distribution deal with Virgin Media to launch its Hindi general entertainment channel Colors on their cable platform.

Colors is already available on the Sky platform in the UK as a part of the ‘View Asia’ bouquet since January last year.

Virgin Media has added Colors on channel No 826 of its ‘Asian Mela’ package, which is priced at £11. The new collection represents the richness of Asian culture with the emphasis on community, family and entertainment.

Viacom18 head – international business Gaurav Gandhi said, "We are confident that the addition of Colors to Asian Mela will make the offering even more compelling for the South Asian viewers in the UK.  The resultant increased reach of the channel now makes it available to a majority of the country’s South Asian community."

Virgin media executive director of digital entertainment Cindy Rose added, "We’re constantly looking at ways to cater to our diverse customer base and the refreshed Asian Mela package is perfect for anyone interested in the latest TV shows and Bollywood movies.  We hope viewers will be able to really enjoy a taste of the colour and passion of Asian culture with this new collection of programmes."