Viacom18 has announced the launch of the Hindi variety entertainment channel Rishtey Asia for viewers in Asia Pacific and Middle East. The channel will be the first-of-its-kind variety entertainment channel in these markets catering to the evolving needs of viewers in the APAC and MENA region through a content line-up boasting of multi-cultural shows from India, Pakistan and […]
Viacom18 has announced the launch of the Hindi variety entertainment channel Rishtey Asia for viewers in Asia Pacific and Middle East.
The channel will be the first-of-its-kind variety entertainment channel in these markets catering to the evolving needs of viewers in the APAC and MENA region through a content line-up boasting of multi-cultural shows from India, Pakistan and Turkey. Rishtey Asia is now being beamed to households across more than thirty five 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 Rishety Asias viewers in the new regions and 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 & African regions. 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 more than thirty five 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, PabbandIshq – a dramatic love story interwoven in complex relationships, some of the other offerings are Nail Polish, a small town girls 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 passion and intrigue and Dariba Diaries – crime series based in 19th century India. With an understanding of audience segmentation across geographies, Rishtey Asias weekend primetime offerings has been customized to every markets viewing needs.
Speaking about the channel and its commitment, Sachin Gokhale, Business Head Middle East & Africa said: We have thoroughly studied 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 viewer access to of 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 Services Limited. Rishtey Asia is available across more than thirty five countries in MENA region through E-vision: Channel No: 642, Du Channel Nos 288 /1532 & Yupp TV, Azam TV, Space TV and Mauritius Telecom in Africa, Digital System of Nepal Pvt Ltd in Nepal, and Scan International Company Ltd in Thailand.
