The channel, which is making inroads in the Hindi TV market in India, is now set to do the same on the Internet.

Viacom18, the joint venture between Indian Network 18 and US media giant Viacom, has launched on IPTV platform World On Demand.

World On Demand members have been getting the latest programming from the GEC through subscribing to one of a number of channel packages that are aimed at specifically at underserved communities around the world. Colors will be available free for a limited time on the service as part of a global marketing campaign highlighting the new launch.

"We are happy to be the first TV platform in the world to offer Colors to our subscribers and to help promote this brand. The success of the channel in India and its ability to draw subscribers from other communities is a testament to the job Viacom 18 is doing, and it matches the cross-community emphasis that we take in our marketing and its mission," said World On-Demand sales and distribution VP Sumit Ahuja.

While World On Demand is primarily targeted to viewers in Japan, Korea, Taiwan and Australia, Colors' webcast will also be available in the UK via the website.

There are also plans to launch the channel on Sky soon. Details at the time of publishing this article remain sketchy.