Colors started in the year 2008, part of Viacom 18 family. It is a Mumbai based channel. The channel features a number of shows, such as Comedy Nights with Kapil, Balika Vadhu, Madhubala - Ek Ishq Ek junoon, Uttaran, Rangrasiya, Sasural Simar Ka, Beintehaa and Bigg Boss 7. From January 2010 it is known as Apka Colors and available in USA and Canada. Amitabh Bachchan served as brand ambassador for the UK and USA launches.