Rishtey rebrands in Europe; launches in Asia

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Rishtey Europe
Rishtey Europe

Viacom18 has rebranded its Hindi variety entertainment channel, Rishtey in UK and USA to ‘Rishtey Europe’ and ‘Rishtey Americas’.

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 ��Kaisi Yeh Yaariyan�۪, award winning Turkish drama ��Pabband Ishq�۪, legendary 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 ‘Hasee Toh Phasee’, ‘I Love New Year’, and ‘Bombay Talkies’ will also air on the channel.

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.�۝

The broadcaster has confirmed the launch of Rishtey Asia, which will be available in 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 twenty countries in the region.

Speaking about the channel and its commitment, Sachin Gokhale, Business Head- Middle East & Africa at IndiaCast, 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.�۝

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