Viacom18 & IndiaCast expands footprint in Asia, Middle East & Africa with Rishtey Asia
23 September, 2015

~Rishtey Asia to reach out to viewers across twenty countries including UAE, Kenya, Tanzania, Uganda, Mauritius, , Singapore, Australia and New Zealand~

Mumbai,14th September 2015: Viacom18, one of India’s fastest growing entertainment networks has announced the launch of theHindi varietyentertainment channel “RISHTEY ASIA” for viewers in AsiaPacific and Middle East. The channel will be the first-of-its-kindvariety entertainment channel in these markets catering to the evolving needs ofviewers in the APAC and MENA region through a content line-upboasting of multi-cultural shows from India, Pakistan and Turkey.RISHTEY ASIAis now being beamed to households across twenty countries in the region.

Commenting on the development, Raj Nayak, CEO – COLORS & Rishtey, said, “Since its launch, RISHTEY has been steadily rising on the popularity charts across the world. As RISHTEY expands its footprint in Asia, we are happy to see the petal brand strengthen its position in other regions. We are confident that the content will appeal to RISHTEY ASIA’s viewers in the new regionsand tug at their heartstrings as much as it has resonated in India.”

Speaking on the launch, Anuj Gandhi, Group CEO – IndiaCast, commented, “After receiving an encouraging response from viewers in UK and USA, we are now looking at expanding our reach in the APAC,Middle East & Africaregions. RISHTEY ASIA is a wholesome entertainment channel which connects everyone in the family making it a preferred entertainment destination for viewers. With the channel now being available across twenty countries, we are strengthening our ties with distribution networks to engage with a larger audience segment.”

The channel is showcasing the best of multi variety content from Indian, Pakistani and Turkey along with blockbuster Bollywood films like Raanjhanaa, Humpty Sharma Ki Dulhaniya, Gabbar and many more. The channel is all set to premiere an award winning Turkish drama, Pabband Ishq-a dramatic love story interwoven in complex relationships,some of the other offerings are Nail Polish, a small town girl’s tryst with the fashion industry , Aasmonon Pe Lika Hai- a passionate young love story,Siyaasat – the story of the legendary Noor Jehan and Salim set amidst passionand intrigueand Dariba Diaries- crime series based in 19th century India,With an understanding of audience segmentation across geographies, RISHTEY ASIA’s weekend primetime offerings has been customized to every market’s viewing needs.

Speaking about the channel and its commitment, Sachin Gokhale, Business Head- Middle East & Africa at IndiaCast,said, “We have thoroughlystudied the content need gaps existing in the South Asian TV space in Middle East, Africa and Asia Pacific regions & through Rishtey, have created a unique channel with carefully handpicked content that will fill those gaps & deliver never before seen entertainment to our viewers.The channel has carefully put together the best content across various genres ranging from drama, lifestyle and kids, to youth and blockbuster Hindi movies, giving the discerning vieweraccess toof new and exciting content options. Our content is conducive to creative marketing campaigns, and through the insights provided by our research team, we hope to mobilize and engage audiences online and offline.”

In Australia and New Zealand, RISHTEY ASIA will be available on Vision Asia (NZ) Limited, Yupp TV USA INC, Lebara Media Sevices Limited. The channel will further be available on Eitisalat, Du and Yupp TV in the Middle East, Azam TV, Space TV and Mauritius Telecom in Africa, Digital System of Nepal Pvt Ltd in Nepal, and Scan International Company Ltd in Thailand.


Viacom 18 Media Pvt. Ltd. is one of India’s fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A 50:50 joint venture of Viacom Inc. and the Network18 Group, Viacom18 defines entertainment in India by touching people’s live through on air, online, on ground, in shop and through its cinema.

Rishtey (Rishtey Europe, Rishtey Americas & Rishtey Asia) a variety entertainment channel, is Viacom18’s second channel in the mass Hindi entertainment space. Rishtey offers a variety of entertainment, showcasing content from a spectrum of genres including fiction, non-fiction & the best of Bollywood movies, but with focused content for South-Asian audiences. Rishtey is available on leading television distribution platforms & OTT players.

‘IndiaCast’ is India’s first multi-platform ‘Content Asset Monetization’ entity, jointly owned by TV18 & Viacom18. IndiaCast mandate includes Domestic Distribution, Placement Services, International Channel Distribution & Advertising Sales, New Media (digital) distribution and Content Syndication for all the group company channels & content. For Domestic Distribution, IndiaCast manages subscription & placement services for the TV18, Viacom18, A+E Networks | TV18 & ETV channel. IndiaCast aggregates and distributes over 40 channels spanning genres including General Entertainment (Hindi & Regional), Kids, News (Hindi, English, Business and Regional), Music (Hindi & International), Infotainment, Movies (Hindi & English) etc. Internationally, IndiaCast has a portfolio of over 10 channels (including Colors, MTV India International, Rishtey, News 18 India, 5 Colors regional Services and ETV Telegu) that are viewed in over 80 countries as linear services. With a rich content library of 15000 hours across genres, IndiaCast also syndicates content in over 100 countries in 20+ languages (including Hebrew, Russian, Serbian, Bosnian, Albanian, Macedonian, Croatian, Azeri, Kazakh, Swahili, and English among others). IndiaCast also delivers a wide range of content to various new media platforms including content from over 20 channels from the group across News, Music, Youth & Lifestyle, General Entertainment & Infotainment genre in multiple languages. Apart from Television shows & series, IndiaCast also offers Indian feature films (both Bollywood & Regional) on digital platforms in India and overseas markets. For more information on IndiaCast, log on to

For Further Details Contact:
Sonia Huria | 9892447777 |