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Colors in strategic deal with Alibaba Group’s UCWeb for 4 shows

MUMBAI: Viacom18’s Hindi GEC Colors has entered into a strategic marketing partnership with Alibaba Group-owned UCWeb for four of its shows ‘Jhalak Dikhhla Jaa’, ’24 Season 2′, ‘Bigg Boss’ and ‘Comedy Nights Live’.

As part of the partnership, UCWeb will create multiple engagement platforms around these shows for the users of UC Browser, 9Apps and UC News. UCWeb will be a gaming and trending partner for the four shows, which will also see the internet company getting commercial airtime in these shows.

Raj Nayak, CEO, COLORS“UC Web and we have a lot of strategic interest in each other, and they tied up with us as trending partners on ‘Bigg Boss’ and ‘Jhalak Dikhla Jaa’, gaming partners on ’24’ and then ‘Comedy Nights Live’. These are immediately the four shows in the pipeline where we are doing a lot of integrations together. They will also get access to some of our content that includes video and non-video content where we leverage their base and they leverage our platform,” Colors CEO Raj Nayak said.

Nayak said that UCWeb would use these four to expand its presence in India, while Colors will use UCWeb’s consumer base to popularise its programmes. “It’s a strategic arrangement involving marketing and advertising, and they will also be spending money with us,” he stated.

UCWeb will also be the exclusive gaming destination for these four shows with official games related to these shows launching first on the UCWeb platform followed by other platforms.


This is the first big marketing deal inked by the Chinese company with a TV channel in India. “The vision is to offer digitised entertainment and utilise strengths of volume and power of the browser in content aggregation and to provide quality content to as many users as possible,” UCWeb said on the partnership with Colors.

As ‘trending partner’ for ‘Jhalak Dikhhla Jaa’, UCBrowser will give fans access to an exclusive fan zone on the homepage of the browser offering content. The host of the show Manish Paul will offer his whacky take on the show in the form of an exclusive blog.

ucwebWhile the viewers of ’24’ can have the entire experience replicated for them on a game which will be first launched on 9Apps (UCWeb’s marketplace for mobile apps). The prime attraction is, however, ‘Big Boss 10’, where the users of UC Browser will have exclusive access to behind-the-scenes footage.

Talking about the partnership, UCWeb India GM Robert Bu said, “Our partnership with Colors is unique in its own way. The partnership seeks to build long-term engagement for the content on Colors TV through multiple platforms such as blogs and behind-the-scenes videos, ensuring stickiness and long-term engagement for these properties. Digital content consumption is on the rise and the challenge for content creators is to be able to customise, curate and present diverse content to users to strengthen their engagement. The solution that UC Browser is offering is digitised entertainment.”