Viacom18 launches Rishtey in US & Canada

The channel will be available to viewers on Dish and Dishworld in US, and on Rogers Cable in Canada

BestMediaInfo Bureau | Mumbai | November 5, 2014

After its successful launch in UK and India, Viacom18 and IndiaCast have announced the launch of the Hindi general entertainment channel Rishtey in US and Canada. Adding the festive fervour for viewers in the region, Rishtey is now available to the US audiences on Dish and Dishworld on channel 699, and to Canada viewers on Rogers Cable on channel 924. As Viacom18's second general entertainment channel, Rishtey is geared to offer an engaging mix of shows, movies and entertainment, from a wide spectrum of genres.

With seven channels already available in North America, IndiaCast currently has a comprehensive portfolio of brands in the region that covers a wide range of entertainment offerings. Rishtey is the eighth channel in the region and will be available on a paid subscription format. With the launch of the Rishtey on Dish and Dishworld, the channel will now be available to around 1, 60,000 households in the US.

Gaurav Gandhi

Gaurav Gandhi, Group COO, IndiaCast, said, “US and Canada are the most important international markets for South Asian entertainment, and we are delighted to launch our second Hindi entertainment channel in this region. Our flagship brand Aapka Colors has seen unprecedented success in the region over the last four years. With the launch of Rishtey, we address the audiences' need for variety entertainment and Rishtey will be the classic 'family channel' with something for everyone in the South Asian household. Over the last two years, Rishtey, in its different avatars, has developed a strong foothold in UK and India, and we are extremely confident that the brand will be a huge success here as well.”

Rishtey, for the North American region, is a customised Pay TV service that promises to engage viewers with a plethora of content, ranging from scripted dramas from the subcontinent (both India & Pakistan), Indian kids' content, youth programming, lifestyle as well as Bollywood content.

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