~Revamps programming mix and content line-up as part of the channels’ localization plans~
Mumbai, 14th September 2015: Viacom18, one of India’s fastest growing entertainment networks has announced the rebranding of its Hindi variety entertainment channel Rishtey in UK and USA to “RISHTEY EUROPE” and “RISHTEY AMERICAS”. The channels with their wide range of content across genres promise to entertain the audiences with specially curated shows catering to the specific needs of the viewers in the respective regions.
Commenting on the rebranding, Raj Nayak, CEO – COLORS & Rishtey, said, “Since its inception in 2012, Rishtey, as a brand, has adapted its content, to regional viewer preferences, which has struck a favourable chord in UK, USA and Canada. We are confident that the new content line-up will appeal to our regional viewers in the respective markets and further add to the success of the channels given the widespread appeal of the channel across-age groups. We believe that the time is right for us to elevate the positioning and programming line-up of RISHTEY EUROPE and RISHTEY AMERICAS.
RISHTEY EUROPE and RISHTEY AMERICAS bring a fresh range of content across genres and cultural diversities. The content line-up includes young love stories‘KaisiYehYaariyan’, award winning Turkish drama ‘PabbandIshq’,legendry period dramas ‘Siyaasat’ and Pakistani show ‘Nail Polish’. The channel will offer endearing kids’content Luv Kush’ and Krishna Balram giving our regional viewers a flavour of Indian mythology.Bollywood Blockbuster films like HaseeTohPhasee, I Love New Year, and Bombay Talkies will make RISHTEY EUROPE and RISHTEY AMERICASa one-stop entertainment destination for viewers in the respective markets.
Commenting on the revamp of the programming mix, Anuj Gandhi, Group CEO – IndiaCast, said, “Through the rebranding exercise we have carefully aggregated a diverse programming line-up across genres ,bringing together an eclectic mix of shows not only from the Viacom18 bouquet of offerings, but also syndicated from broadcasters across the globe. We are confident that geo-targeting the content for RISHTEY EUROPE and RISHTEY AMERICAS will enable us to further engage with our viewers.”
RISHTEY EUROPE is currently available on Freeview, Sky, Virgin,Freesatand leading OTT platforms.
RISHTEY AMERICAS is currently available on Dish and Sling in USA, Flow in the Caribbean region (Trinidad & Tobago) andBell and Rogersin Canada.
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 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 Colorsregional 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 www.indiacast.com
For further details, please contact:
Sonia Huria | 9892447777 | Sonia.Huria@viacom18.com