/> It looks like the Bachchan's association with the fledgling channel Colors is for keeps. After the Big B's presence in Bigg Boss and Abhishek Bachchan in Bingo the Big B has now been chosen to be the Channel's brand ambassador in the UK and US.

The channel took a decision to speed-launch their airplay in the US and UK in the light of the Big B's splendid success as the host on Bigg Boss.

Says the channel's CEO Rajesh Kamat, "Our association with Mr Bachchan for Bigg Boss proved beyond doubt that his reach on the home medium is as strong as his clout in cinema. We certainly wanted to extend our reach beyond India with Mr Bachchan take us to other countries."

Colors starts airing in the UK and US in the last week of January with Mr Bachchan introducing the channel and specific shows to NRIs in the UK and US.

Says Kamat, "It would basically be the Big B weaning audiences abroad into our shows. We're giving Indians in the UK and US all ours shows, the full feed.With Mr Bachchan's vocal endorsement behind us we hope to capture the attention of Indians in Britain and America."

From these two countries Colors hopes to start telecast in other European countries and the Middle East.

The Big B would be the international brand ambassador of the Channel wherever it goes.