Viacom18 to launch second Hindi GEC ‘Rishtey’
The channel, Viacom18’s second in the Hindi GE space after Colors, will be free to air and would first launch in United Kingdom by IndiaCast
Viacom18 has announced that it’s soon to be launched channel ‘Rishtey’. To be launched in UK first by IndiaCast, ‘Rishtey’ will attempt to offer ‘variety entertainment’ showcasing content from a spectrum of genres including format shows, fiction, music, news and more. ‘Rishtey’ will be the latest addition to the Viacom18 bouquet of channels that currently includes six entertainment channels - MTV, Nickelodeon, Vh1, Colors, Sonic, Comedy Central and film business, Viacom18 Motion Pictures.
‘Rishtey’ will be Viacom18’s second channel in the mass Hindi Entertainment Space after its flagship channel Colors, which launched in July 2008. It will be a free-to-air (FTA) channel and a part of the Colors’ family.
Commenting on the development, Sudhanshu Vats, Group CEO - Viacom18 said, “While we have a horizontal presence across television entertainment, with the launch of ‘Rishtey’, we now begin the phase of strengthening our presence in each vertical as well.”
Speaking about ‘Rishtey’, Raj Nayak, CEO – Colors said, “With ‘Rishtey’ we intend to create a new category within the General Entertainment space, and given the rich mine of content within the Viacom18 Group, we’re confident of ‘Rishtey’ resonating well with both – viewers as well as advertisers.”
Launching ‘Rishtey’ in the UK, Gaurav Gandhi, COO – IndiaCast said, “Rishtey offers a wide range of variety entertainment programming that will engage, entertain and delight the South Asian audiences in the UK. As a free-to-air service, Rishtey perfectly complements our flagship brand Colors, by reaching out to a much wider audience base and giving them a taste of our much loved programming.”
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