Viacom18 to launch a new channel 'Rishtey'

To be launched first in the UK by IndiaCast, it will be part of the Colors family and the second Hindi GEC from the group  

BestMediaInfo Bureau | Delhi | August 30, 2012

Viacom18 today announced that it will soon launch its new channel, Rishtey. To be launched in the UK first by IndiaCast, Rishtey promises 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 the 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.

When asked about Rishtey being launched in India, the Colors spokesperson declined to make any comment.

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.”

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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