(18 February 2009 1:30 pm)

MUMBAI:Colors, the second most-watched Hindi general entertainment channel, will tap the pay TV market from 1 April.

The channel has joined the TheOne Alliance bouquet and will be distributed by MSM Discovery.

MSM Discovery chairman Kunal Dasgupta is optimistic about explosive growth for the company with the addition of Colors. Says he: "This strategic alliance positions us uniquely for a quantum leap in terms of growth with our complete package of creative, niche channels under One Power Brand, TheOneAlliance. This is indeed ratification that we are the best distribution team in the industry. We have ambitious plans for the company with the addition of Colors."

		Commenting on the tie-up, Viacom 18 Media Group CEO Haresh Chawla says: "With MTV, Nick and Vh1 being a part of TheOneAlliance bouquet as pay channels, we've enjoyed a long and fruitful relationship with TheOneAlliance over the last few years.
Himanshu Dhoreliya, Rajesh Kaul, Rajesh Kamat and Sanjev Hiremath

With the addition of Colors, we expect to strengthen this partnership even further."

The management says that the channel will be priced at Rs 21.40 a la carte for non-CAS areas. The bouquet price will be finalised over the next fortnight.

Discovery Networks Asia-Pacific India senior VP and GM Rahul Johri opines: "The addition of Colors to our existing portfolio is a reflection of MSM Discovery's robust distribution network and distinct competitive advantage."

Colors CEO Rajesh Kamat adds: "We are happy to partner with TheOneAlliance Bouquet as we embark on our next phase of growth, hereon. With this partnership, a critical part of Colors' business plan has been put in place."

"With the spotlight on the hugely successful IPL, the coveted acquisition of the New Zealand Cricket and other mega properties, this exciting collaboration between the Viacom18 channels sees 'TheOneAlliance' creating waves as a formidable bouquet," said Multi Screen Media Pvt. Ltd COO N P Singh.

Adds Viacom18 senior VP – network development Sanjev Hiremath: "We are happy to renew our association of 5 years with MSM-D and to strengthen 'TheOneAlliance' brand with the inclusion of Colors. Our channels offer something for everyone in the family and collectively a compelling proposition for every platform."

MSM Discovery president Rajesh Kaul says, “This is definitely a landmark achievement for MSM Discovery. With this tie-up, ‘TheOneAlliance’ becomes the undisputed No.1 bouquet in the country, providing a complete ‘entertainment’ package to the Indian consumer. I assure you this is just the start to an eventful year and the fireworks will continue.”

The channel has been using Irdeto conditional access. Around 3,700 boxes have already been placed in cable TV headends and the goal is to take it up to 4,500 plus, says an internal source. A huge promotional blitz is on the anvil with launch parties and road shows planned.