Viacom18, one of India’s entertainment networks has announced the launch of the Hindi variety entertainment channel Rishtey Asia for viewers in Asia Pacific and Middle East. The channel will be a variety entertainment channel in these markets catering to the evolving needs of viewers in the APAC and MENA region through a content line-up boasting of multi-cultural shows from India, Pakistan and Turkey. Rishtey Asia is now being beamed to households across twenty countries in the region.
Commenting on the development, Raj Nayak, CEO – Colors and Rishtey said, “Since its launch, Rishtey has been steadily rising on the popularity charts across the world. As Rishtey expands its footprint in Asia, we are happy to see the petal brand strengthen its position in other regions. We are confident that the content will appeal to Rishtey Asia’s viewers in the new regions and tug at their heartstrings as much as it has resonated in India.”
The channel is showcasing multi variety content from India, Pakistan and Turkey along with blockbuster Bollywood films like Raanjhanaa, Humpty Sharma Ki Dulhaniya, Gabbar and more. The channel is all set to premiere an award-winning Turkish drama, Pabband Ishq-a dramatic love story interwoven in complex relationships. Some of the other offerings are Nail Polish, a small town girl’s tryst with the fashion industry, Aasmonon Pe Lika Hai- a passionate young love story, Siyaasat - the story of the legendary Noor Jehan and Salim set amidst passion and intrigue; and Dariba Diaries - crime series based in 19th century India.
Speaking about the channel and its commitment, Sachin Gokhale, Business Head- Middle East and Africa at IndiaCast, said, “We have thoroughly studied the content need gaps existing in the South Asian TV space in Middle East, Africa and Asia Pacific regions and through Rishtey, have created a unique channel with carefully handpicked content that will fill those gaps and deliver never-before-seen entertainment to our viewers. Our content is conducive to creative marketing campaigns, and through the insights provided by our research team, we hope to mobilize and engage audiences online and offline.”
Additionally, Viacom18 has announced the rebranding of Rishtey in UK and USA to Rishtey Europe and Rishtey Americas.
Commenting on the rebranding, Raj Nayak said, “Rishtey, as a brand, has adapted its content, to regional viewer preferences, which has struck a favourable chord in UK, USA and Canada. We are confident that the new content line-up will appeal to our regional viewers in the respective markets and further add to the success of the channels given the widespread appeal of the channel across-age groups. We believe that the time is right for us to elevate the positioning and programming line-up of Rishtey Europe and Rishtey Americas.
The revamped channels will also offer a new content line-up which includes young love stories Kaisi Yeh Yaariyan, Turkish drama Pabband Ishq, period dramas Siyaasat and Pakistani show Nail Polish. The channel will offer kids’ content Luv Kush and Krishna Balram, giving our regional viewers a flavour of Indian mythology. Bollywood films like Hasee Toh Phasee, I Love New Year, and Bombay Talkies are also a part of the new line up.
Commenting on the revamp of the programming mix, Anuj Gandhi, Group CEO – IndiaCast said, “Through the rebranding exercise we have carefully aggregated a diverse programming line-up across genres ,bringing together an eclectic mix of shows not only from the Viacom18 bouquet of offerings, but also syndicated from broadcasters across the globe. We are confident that geo-targeting the content for Rishtey Europe and Rishtey Americas will enable us to further engage with our viewers.”