The Viacom18 and TV18 distribution entity, IndiaCast – the group behind Colors, is expected to launch a free UK channel in the coming weeks.
While the channel’s details are not yet known – BizAsia understands that it will primarily be used as a free window to promote premium properties from Colors, as well as broadcast content from its news channels CNN-IBN, CNBC-TV18 and regional shows from its recently acquired Eeanadu network.
The channel is likely to be positioned as a hybrid service like ZEE Cafe. Interestingly, if this goes ahead, then Govind Shahi who is spearheading Colors UK/Europe was also behind the launch of ZEE Cafe during his tenure at the network.
The new currently untitled service will join the recent influx of free channels in the UK including UMP Movies, UMP Stars, Aaj Tak, Sahara One and Sony SAB TV, amongst others. No doubt, the new channel will eventually become BARB rated to attract mainstream advertisers.
BizAsia understands the new channel has already bought the EPG of Imagine Dil Se, which went off-air last week. It is expected to launch within the next month otherwise it could lose the EPG slot as per Sky terms and conditions.