COLORS partners with Virgin Media to launch the channel on UK's cable
Recognising the rapid growth and diversity of Asian programming in the UK, Virgin Media has refreshed Asian Mela by adding COLORS to the package to provide customers an enhanced mix of channels providing round-the-clock family TV entertainment. Mela by name, mela by nature, the new collection represents the richness of Asian culture with the emphasis on community, family and entertainment. Viewers in UK will be able to catch up on weekday dramas including Balika Vadhu and shows including Uttaran and Bigg Boss as well as exciting reality programmes such as Fear Factor ' Khatron Ke Khilaadi - Season 4.
Gaurav Gandhi, Head ' International Business Viacom 18, commenting on the channel's presence on the Virgin Media platform said, "After the successful launch of COLORS in the UK last year on the DTH platform, we are delighted to now launch the channel on Virgin's cable platform. We are confident that with the addition of COLORS, India's favorite entertainment channel, the Asian Mela package will reach newer heights. The substantially increased reach of COLORS in the UK market will now make the channel available to the majority of the South Asian diaspora."
Cindy Rose, executive director of digital entertainment at Virgin Media said, "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 from the COLORS stable."