web analytics

Viacom18 launches separate feed of Rishtey for Asia, rebrands UK and US feeds

MUMBAI: Viacom18 has launched a
separate international feed of its
Hindi general entertainment channel
Called Rishtey Asia, the third
international feed, will be available in
the Asia Pacific and Africa, catering
to the needs of the viewers across 20
countries including the UAE, Kenya,
Tanzania, Uganda, Mauritius,
Singapore, Australia and New Zealand.
The channel, which was first launched
in the UK as a free-to-air (FTA)
service, followed by the launch in
India, the US and Canada, has also
undergone a rebranding exercise for
its UK and USA feeds.
The UK feed is now called Rishtey
Europe, while the US feed will be
known as Rishtey Americas. Both will
have revamped programming mix and
content line-up as part of the
channels’ localisation plans.
Incidentally, Rishtey Europe will
continue to remain an FTA service,
while Rishtey Americas and Rishtey
Asia will continue as pay services.
Meanwhile, Rishtey in India remains
“Rishtey Europe and Americas are the
running channels, while Rishtey Asia
is the third international feed of the
channel. Rishtey is the only Indian
channel meant for South Asians that
started in the international market
before India. It has done
exceptionally well,” IndiaCast group
CEO Anuj Gandhi said.
“We have realised that there are two
or three different categories of
people in the South Asian diaspora.
Some have gone in the ’80s and ’90s,
while some have gone may be 10 years
back and their expectations are very
different from the channel.”
The idea for rebranding is to have
more localised content. According to
Gandhi, the content will be curated
for the audience.
“The original Rishtey was a hybrid
channel with content from Colors,
some Pakistani as well as kids
content. Now we are going one step
ahead and will give much more
localised content,” Gandhi averred.
Interestingly, with all the four feeds
put together, the three-year-old
channel now reaches out to over 70
In Rishtey Europe and Rishtey
Americas, the content line-up includes
young love story ‘Kaisi Yeh Yaariyan’,
Turkish drama ‘Pabband Ishq’, period
drama ‘Siyaasat’ (from Epic) and
Pakistani show ‘Nail Polish’.
The channel will continue to offer
kids’ shows ‘Luv Kush’ and ‘Krishna
Balram’, giving regional viewers a
flavour of Indian mythology.
“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,” added Gandhi.
Rishtey Europe is currently available
on Freeview, Sky, Virgin, Freesat and
leading OTT platforms, while Rishtey
Americas is available on Dish and Sling
in the USA, Flow in the Caribbean
region (Trinidad & Tobago), and Bell
and Rogers in Canada.
Colors and Rishtey CEO Raj Nayak
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 the 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
Meanwhile, Rishtey Asia is looking at
expanding its reach in the APAC,
Middle East and Africa regions. Its
content line-up includes a variety of
programmes from India, Pakistan and
Turkey along with Bollywood films like
‘Raanjhanaa’, ‘Humpty Sharma Ki
Dulhaniya’, ‘Gabbar’ and more.
Rishtey Asia is set to launch Turkish
drama ‘Pabband Ishq’, a dramatic love
story interwoven in complex
relationships. Its other offerings are
‘Nail Polish’, ‘Aasmonon Pe Lika Hai’,
‘Siyaasat’ and ‘Dariba Diaries’.
Rishtey Asia’s weekend primetime
offerings will be customised to every
market’s viewing needs.
Nayak 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 regions and tug at
their heartstrings as much as it has
resonated in India.”
IndiaCast business head for Middle
East & Africa Sachin Gokhale said,
“We have thoroughly studied the
content need gaps existing in the
South Asian TV space in Middle East,
Africa and Asia Pacific regions, and
through Rishtey, we have created a
unique channel with carefully
handpicked content that will fill those
gaps and deliver never-seen-before
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
viewer access to 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 mobilise and engage audiences
online and offline.”
In Australia and New Zealand, Rishtey
Asia will be available on Vision Asia
(NZ) Ltd, Yupp TV USA INC and Lebara
Media Sevices Ltd. 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.

Viacom18 launches separate feed of Rishtey for Asia, rebrands UK and US feeds

Leave a Reply

Your email address will not be published.

a © 2017 Frontier Theme