Rishtey reinforces its presence in global markets

Rishtey, the entertainment channel from Viacom18 stable has planned a global strategy to enhance its presence across overseas markets with large presence of the Indian populace. On one side it has announced the launch of Rishtey Asia for viewers in Asia pacific and Middle East, and on the other side it has rebranded Rishtey in UK and USA to Rishtey Europe and Rishtey Americas.

Through this strategy, Rishtey seeks to deliver specially curated shows catering to the specific needs of the viewers in the respective regions. Commenting on the new global strategy, Raj Nayak, CEO, COLORS & Rishtey says, “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.” As for the Asian markets he adds, “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.”

The channel is not only building a new identity for itself, but is also gearing up to serve content in the markets based on the viewers’ preferences. Commenting on the revamp of the programming mix, Anuj Gandhi, Group CEO, IndiaCast, says, “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 will enable us to further engage with our viewers.”

The channel is showcasing the best of multi variety content from India, Pakistan 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, Pabband Ishq-a dramatic love story interwoven in complex relationships, some of the other offerings are Nail Polish, a small town girl’s tryst with the fashion industry and others.
  
Rishtey and its group company IndiaCast are confident that after writing a success story for itself in Europe and America, the channel would be able to gain similar success in Asia Pacific and Middle East. Sachin Gokhale, Business Head- Middle East & Africa at IndiaCast says, “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.”