TheOneAlliance adds ‘COLORS’ to their bouquet of channels

Mumbai, February 25, 2009: MSM Discovery Private Limited, popularly known as the ‘TheOneAlliance’, has always strategically partnered with the best channels in every genre so as to provide the viewers a wider choice. In line with this strategy, ‘TheOneAlliance’ bouquet today renewed its distribution pacts with the VIACOM18 channels MTV, Nick and Vh1.

In addition, MSM Discovery Private Limited is pleased to announce a distribution tie-up for COLORS, one of India’s most popular GEC today. This path-breaking development is bound to change the distribution landscape of the Indian television industry.

Kunal Dasgupta, Chairman, MSM Discovery Pvt Ltd is optimistic about an explosive growth for the company with the addition of COLORS. He said: “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, Haresh Chawla, Group CEO – Viacom 18 Media Pvt Ltd., said, “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. With the addition of COLORS, we expect to strengthen this partnership even further.”

Rahul Johri, SVP and General Manager, India, Discovery Networks Asia-Pacific, said “The addition of COLORS to our existing portfolio is a reflection of MSM Discovery’s robust distribution network and distinct competitive advantage.”

Rajesh Kamat, Chief Executive Officer, COLORS, said: “We are happy to partner with TheOneAlliance Bouquet as we embark on our next phase of growth, hereon.” He further added, “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 N P Singh, COO, Multi Screen Media Pvt. Ltd.

Commenting on the tie-up, an exuberant Rajesh Kaul, President – MSM Discovery said: “This is definitely a landmark achievement for MSM Discovery Pvt Ltd. 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.”

Added Sanjev Hiremath, Sr. Vice President-Network Development – Viacom18: “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.”