Photo Courtesy: Colors

New Jersey: December 5, IndiaCast Media Distribution Pvt. Ltd., the content asset monetization arm of TV18 and Viacom18 has announced a strategic rebranding of AAPKA COLORS to COLORS. COLORS is Viacom18’s flagship brand in the mass entertainment space.

A combination of ‘emotions’ and ‘variety’, COLORS offers an entire spectrum of emotions to its viewers. From Fiction shows to Format shows to Reality shows to Blockbuster Movies – the content basket contains all ‘Jazbaat Ke Rang’ (Colors of Emotions). COLORS is dedicated to promoting ‘cohesive viewing’ and partners various events popular in the entertainment space. Some of the most popular shows on the channel include Shiv Shakti – Tap Tyag Tandav, Neerja…Ek Nayi Pechchan, Udaariyaan, Parineetii, Chand Jalne Laga, Doree, BIGG BOSS, Khatron Ke Khiladi, and Dance Deewane amongst others.

This transformation marks a significant milestone for the channel as it embraces the same identity across all global regions. The rebranding reflects the network’s commitment to not only provide diverse, engaging, and path-breaking content but also reinforces its position as a leading global network in the television industry, offering a wide array of captivating content through a unified brand that resonates with the diverse tastes of its audience.

Mr. Govind Shahi, Head – International Business, IndiaCast, expressed enthusiasm, stating, “COLORS has always been synonymous with quality entertainment, and the rebranding is a strategic move to align our brand globally with the same values and positioning as the flagship

brand in our South Asian viewer’s minds, especially in today’s evolving landscape of the television industry. This change allows us to connect with our audience in a unified manner while continuing to deliver the compelling content they love.”

The change of graphic identity is already in effect and the rebranded channel is automatically available in the Americas region to all subscribers in their existing subscription packs of their respective MVPDs; so that viewers can enjoy a seamless experience of the same high-quality programming that COLORS has been known for.

About ‘COLORS’:

‘COLORS’ is Viacom18’s flagship brand in the entertainment space in India. A combination of ‘emotions’ and ‘variety’, COLORS, launched on 21st July 2008 in India, offers an entire spectrum of emotions to its viewers. From fiction shows to format shows to reality shows to blockbuster movies – the basket contains all ‘Jazbaat Ke Rang’. ‘COLORS’ is dedicated to promoting ‘cohesive viewing’, through shows such as Shiv Shakti – Tap Tyag Tandav, Neerja…Ek Nayi Pechchan, Udaariyaan, Parineetii, Junooniyatt, Suhaagan, Doree, BIGG BOSS, and Khatron Ke Khiladi amongst others.


About Viacom18 Media Pvt. Ltd.:

Viacom18 Media Pvt. Ltd. Is one of India’s fastest-growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational, and multicultural brand experiences. Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on-ground, in cinemas, and merchandise. Its portfolio of 38 channels across general entertainment, movies, sports, youth, music, and kids genres delights consumers across the country with its eclectic mix of programming. JioCinema, Viacom18’s OTT platform, is one of India’s leading streaming services and the most popular destination for live sports. Viacom18 Studios has successfully produced and distributed iconic Hindi films and clutter- breaking regional films for over 13 years in India.


About ‘IndiaCast Media Distribution Pvt. Ltd.’:

‘IndiaCast’ is India’s first multi-platform ‘Content Asset Monetization’ entity, jointly owned by TV18 & Viacom18. The company’s mandate includes Domestic Distribution, Placement Services, International Channel Distribution, International Marketing & Advertising Sales, New Media (digital) distribution and Content Syndication for TV18, Viacom18 and A+E Networks|TV18. Internationally, IndiaCast has a portfolio of over 21 linear feeds (including COLORS, COLORS Rishtey, COLORS Cineplex, News18, MTV India International and various regional COLORS channels like COLORS Gujarati, Tamil etc) that are viewed in 130+ countries as linear services available across traditional & digital platforms. Given the rich content library consisting of diverse genres, IndiaCast also syndicates content across 110+ countries in over 35 languages (including Russian, Serbian, Bosnian, Albanian, Macedonian, Croatian, Kazakh, Swahili, Spanish, Dari, Pashto, Bahasa Indonesia, Turkish, Bahasa Melayu, Arabic, English among others) in which it is either subtitled or dubbed. To know more about IndiaCast, visit



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