A new Asian entertainment channel endorsed by Bollywood star Amitabh Bachchan is due to come to the UK and US.

‘Colors’ will be the first branded channel by Mumbai-based Viacom 18 Network. The company is an equally owned joint venture between America’s Viacom Inc and India’s Network 18.

It also runs other networks in India including MTV, Nick, VH1 and Studio18. Colors was launched in India in July 2008 and will soon come to western markets, its owners confirmed this week.

Naming Bachchan as brand ambassador is part of its profiling-raising strategy for British and American markets.

The actor said: “My association with COLORS began with Bigg Boss Season 3. … I am sure Colors.

With its myriad hues of entertainment, will spread its magic in the US & UK as it did in India.” The channel offers a range of content, from Bollywood films to Hindi soaps. No date has been set to start broadcasting in the UK yet.