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Viacom18 launches 'Rishtey' in US & Canada markets

After its successful launch in the UK and India, Viacom18 and IndiaCast announce the launch of the Hindi general entertainment channel ‘Rishtey’ in the US and Canada. Adding the festive fervor for viewers in the region, Rishtey is now available to the US audiences on Dish and Dishworld on channel 699 and to Canada viewers on Rogers Cable on channel 924. As Viacom18’s second general entertainment channel, Rishtey is geared to offer an engaging mix of exciting shows, movies and entertainment from a wide spectrum of genres.

With seven channels already available in North America, IndiaCast currently has a comprehensive portfolio of brands in the region that covers a wide range of entertainment offerings. Rishtey is the eighth channel in the region and will be available on a paid subscription format. With the launch of the Rishtey on Dish and Dishworld, the channel will now be available to around 160K households in the US.

Commenting on Rishtey’s foray into the US & Canada, Gaurav Gandhi – Group COO IndiaCast said, “US and Canada are the most important international markets for South Asian entertainment and we are delighted to launch our second Hindi entertainment channel, Rishtey, in this region.  Our flagship brand Aapka COLORS has seen unprecedented success in the region over the last 4 years. With the launch of Rishtey, we address the audience’s need for variety entertainment and Rishtey will be the classic ‘family channel’ with something for everyone in the South Asian household. Over the last two years, the Rishtey, in its different avatars, has developed a strong foothold in the UK and in India and we are extremely confident that the brand will be a huge success here as well”

Rishtey, for the North America region, is a customized Pay TV service that promises to engage viewers with a plethora of content ranging from scripted dramas from the subcontinent (both India & Pakistan), Indian Kids content, Youth programming, Lifestyle as well as Bollywood content.  The channel is a true variety entertainment service with “something for everyone” in the family.

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