Viacom 18 announced the launch of 'Colors' in Middle East

Viacom 18 Media Pvt. Ltd today announced the launch of its flagship channel, COLORS, in the Middle East. The channel will be distributed on DTH exclusively on Pehla packages in all Middle East and North Africa countries through Arab Digital Distribution Company (ADD), the leading DTH player in the Middle East and the North African region. COLORS will also be available on cable and IPTV in the UAE through e-Pehla packages on E-Vision and on Du and in Qatar through Q-Tel.

Talking to Adgully, Gaurav Gandhi, CCO & Head, International Business, Viacom18 spoke about the potential of the revenue in the Middle East market. "Indian channels are doing well in 3 key places like UK, USA and Middle East, this is mainly because of the wide Indian audience present in these markets. COLOURS will be available on DTH, cable and IPTV. We see about 15 to 20 million viewers in this new market."

He further went on to explain that there is a wide audience among the Arabs who are interested in Bollywood movies and also consumes reality shows. "We are trying to capture the mind space of the Arab audience as well. Also we have a good collection of Bollywood movies which will be distributed in this market." he added.

"Pehla has continued to maintain a robust year-on-year growth despite the prevailing recessionary conditions, with subscription and advertising revenues clocking USD 55 million in 2009, riding on premium cricket and the diverse content offering. We expect a further boost for.

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