Viacom18 to rev up Hindi movie channel space with ‘Rishtey Cineplex’

24 Feb,2016

 

By A Correspondent

 

Four years after selling a large Hindi films library to rival Star India and shelving plans to launch a Hindi movie channel, Viacom18 has announced its plans to fill in the gap. A move that has been described as a “no-brainer” for any entertainment network by a trade analyst.

 

Films like Bajirao Mastani, Airlift, Pyaar Ka Punchnama 2 and still-to-be-released flicks like Force2, Kapoor and Sons and Ae Dil Hai Mushkil are part of the Rishtey Cineplex arsenal. “The channel’s launch further paves the way for new film acquisitions to offer quality film-based entertainment and big television premieres to viewers,” a communiqué adds.

 

Sudhanshu Vats

Commenting on the launch, Sudhanshu Vats, Group CEO – Viacom18 said, “With the launch of Rishtey Cineplex, we are entering the large Hindi movie genre thereby filing a pivotal whitespace and offering a holistic Hindi entertainment ecosystem from our stable.”adding:  “The movie channel will bolster the networks reach across India and help us dial-up our engagement levels with our viewers. It will also enable us to offer 360-degree value to our advertisers creating more opportunities for on-air promotions enabling optimization of ad inventory across the network”.

 

Interestingly, the channel will not piggyback on the ‘Colors’ brand as a slew of non-Hindi channels did in the in recent months. It is christened ‘Rishtey Cineplex’ and thereby indicating that Viacom18 could further the ‘Rishtey’ franchise which has until now been occupied by a free-to-air re-runs channel.

 

Raj Nayak

Said Raj Nayak, CEO – Colors and Rishtey: “We have scripted a great success story for brand Colors with it being extended into regional languages and English entertainment. Each of these channels has helped us cater to an intrinsic viewer demand. We are now all set to give impetus to brand Rishtey with the launch of our exclusive Hindi movies channel Rishtey Cineplex that will help us fortify our Hindi entertainment portfolio.”

 

Is there room for another Hindi movie channel? The analyst we spoke with said yes, emphatically, adding a caveat: “It’s a function of the films you win rights for and how you place them – between your flagship GEC and thereby earn ratings for it and the movie channel which is where it should ideally belong.”

 

As per the latest data of BARC, the pecking order of Hindi movie channels is: Sony Max, Zee Cinema, Star Gold, Movies OK and &Pictures.

 

 

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