After turning its Free-To-Air (FTA) channels Rishtey and Rishtey Cineplex into pay, Viacom18 has decided to bring them under the umbrella of ‘Colors’ by rechristening them as Colors Cineplex and Colors Rishtey.
From March 1, the channels will get a new identity and will be established as premium urban entertainment destinations available on a pay model. Now that Rishtey is being turned into pay channel and renamed as Colors Rishtey, it will be the second Hindi GEC offered by the network.
Earlier, Ristey would air the repeats of shows aired on Colors. However, after rebranding it will feature original series like Navrangi Re! and Hum Saaf Saaf Hai along with the library content such as Naagin Season3, Dance Deewane, Bigg Boss and Madhubala.
Speaking about the new identity of the channels, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said, “The idea is to expand the aegis of brand Colors and strengthen Viacom18’s Hindi Mass Entertainment portfolio drawing in more synergies. It was a logical move to consolidate the mass entertainment channels under Colors iconic clout. The new identity of the channels with golden hues and the archetype petal will convey the continuing evolution and growth of our business while also fortifying our bond with the viewers of the Colors Family. So far, the trend and consumption on both the channels have been extremely encouraging and now with the scaled-up movie library along with its premium positioning, we are confident of breaking new ground.”
With TRAI’s new tariff regime, it is important for movie channels to strengthen its library by acquiring new titles. The network with its revamped avatar of Colors Cineplex is planning to attract viewers not only with films but also with the content-around-content formats.
Strengthening the library, Colors Cineplex has acquired titles such as Brahmastra, Student of the Year 2, RAW, Drive, The Body, Thackeray, Fraud Saiyaan and many more. The line-up also includes Hindi dubbed version of blockbuster regional films like Mani Ratnam’s Chekka Chivantha Vaanam (Tamil), Kadaikutty Singam (Tamil), Kavacham (Telugu), Junga (Tamil), Charlie Chaplin (Tamil) and Seetharam Kalyana (Kannada). The existing library also contains compelling films like Padmaavat, Bajirao Mastani, Andhadhun, Kabhi Khushi Kabhie Gham, Kuch Kuch Hota Hai, Ae Dil Hai Mushkil, Om Shanti Om, Main Hoon Na, Badrinath Ki Dulhania, Gabbar is Back, Yamla Pagla Deewana 2, Special Chabbis, Airlift, Rangoon, Force 2, R…Rajkumar, Ajab Prem Ki Ghazab Kahani, Kapoor and Sons, Ki & Ka, Pyaar Ka Punchnama 2, Bazaar among others.
Apart from the morning, matinee, prime-time and weekend line-up of Hindi films and South Indian dubbed content, Colors Cineplex will showcase bite-sized content like ‘Teetar mausi’, a gossip section that will spill the beans on celebrities; ‘Dialoguebaazi’, where popular dialogues from various films will be mashed up using animated kinetic typography. In addition to this, there will be vignettes of various film festivals, behind-the-scene trivia and coverage of exclusive RedCarpet extravaganzas among many other concepts.