MUMBAI: IndiaCast, a joint venture of Viacom18 and TV18, announced the launch of the high-definition (HD) feed for Colors UK on leading DTH platform, Sky. Available on the same EPG number as the SD feed (No. 786), Colors UK HD will adapt to the HD set top box and will be available to viewers starting 14 February 2017.

Launched in the UK in January 2010, Colors UK SD feed offers variety content from the Colors bouquet of offerings. Its HD feed, to be available to Sky subscribers across Europe, will feature shows including Devanshi, Dil Se Dil Tak, Ek Shringaar…Swabhimaan, Shakti…Astitva Ke Ehsaas Kii, Udann, Karmphal Data Shani, and many more. The channel will also feature well-appreciated weekend content including Naagin 2, Rising Star, upcoming proposition Chhote Miyan, and blockbuster films.

Commenting on launch, Viacom18 Group CEO Sudhanshu Vats said, “We started out by increasing the footprint of our content offering, across general entertainment and Indian movies, through our channels in the UK. We now want to dial up the experience for our discerning viewers and the launch of Colors HD is a step in that direction.”

Speaking about this development, Viacom18 CEO - Hindi entertainment Raj Nayak said, “Colors has been the leading entertainment provider to the audience not only in India, but also in international markets. We continue to push the envelope as far as our offering to the South Asian diaspora is concerned. The announcement of the launch of the HD feed for Colors UK will go a long way in enhancing the viewing experience, bringing the audience a slice of home, with better visual clarity, in the comforts of their living rooms.”

Commenting on the launch, IndiaCast Group CEO Anuj Gandhi said, “Colors UK has been an unprecedented audience entertainer which has provided diverse options for the South Asian audience for over seven years. We are committed towards showcasing top-notch content on our channels and are glad to join hands with Sky to bring HD quality content to viewers in the region, thereby making Colors UK HD the preferred entertainment destination for the audience. We are also in talks with other service providers and distributors in Europe to launch our HD service.”

Adding further, IndiaCast SVP & business head - UK Govind Shahi said, "As one of the top entertainment brand for the South Asian diaspora, Colors is constantly innovating and this free offering of Colors HD on Sky works on the smart swap technology which enables the HD feed to be available on the same EPG as before. To ensure that no viewer is left out, we continue to provide the SD feed as well. This launch of Colors in HD coincides with the launch of all-new exciting shows as well as the new 9-10pm slot.

To promote the Colors UK HD feed, IndiaCast has devised a high-intensity marketing campaign with “We are coming closer to you” as its core messaging. The campaign will be delivered via cross-network promotions on Rishtey Cineplex and Rishtey Europe as well as spots across radio stations. In terms of off-air promotions, Colors UK HD communique will be highlighted through innovative print and outdoor mediums.