Viacom18 to build new ‘Rishtey’ in UK

31 Aug,2012

By A Correspondent


Viacom18 has announced its new channel – Rishtey, which will be launched in UK first by distribution and syndication company India Cast.


The channel’s offering would include ‘variety entertainment’ showcasing content from a spectrum of genres including format shows, fiction, music, news and more. Rishtey will be Viacom18’s second channel in the mass Hindi Entertainment Space after  flagship Colors, which launched in July 2008. It will be a free-to-air (FTA) channel and a part of the Colors’ family.


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.


Commenting on the development, Sudhanshu Vats, who recently took charge as 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 the channel, 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 – India Cast, 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.”


For the record, IndiaCast drives Domestic and International Channel Distribution, Placement Services and Content Syndication for TV18, Viacom18, A+E Networks, TV18 and the ETV channels.


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