Rishtey is the latest Indian broadcaster to turn up the competition in the weekday 22:00 slot with an Urdu fiction.
It follows in the footsteps of &TV UK, which recently launched ‘Mera Raqeeb’. Whilst, Rishtey has been specialising in Urdu programmes in the earlier 21:00 slot, from Monday 19th September, the channel will launch its new Urdu drama ‘Yeh Pyaar Hai’ at 22:00.
Rishtey, &TV UK and even Star Plus UK are tapping into the ever growing Pakistani audience, which has proved lucrative after the successes of Hum TV, Geo TV and ARY Digital in the UK market.
It remains to be seen if ‘Yeh Pyaar Hai’ can generate similar numbers as the content on the named Pakistani channels. So far, ‘Mera Raqeeb’ is yet to deliver any decent numbers for &TV in the 22:00 slot. Hum TV’s ‘Khwab Saraye’ and ‘Deewana’ bring in an average of around 30,000 viewers, while ‘Sang Dil’ at 22:00 on Geo TV, hovers around 15,000 viewers.
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