Breaking News: Viacom18 to launch Hindi movie channel under Rishtey brand
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24-02-2016, 07:54 PM
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Viacom18 to launch Hindi movie channel under Rishtey brand
MUMBAI: Filling up the only gap in its entertainment bouquet, Viacom18 is preparing to launch a Hindi movie channel in the first quarter of the next fiscal.
Housed under the Rishtey brand, the channel will be called ‘Rishtey Cineplex’ and will have titles like ‘Bajirao Mastani’, Airlift’, ‘Pyaar Ka Punchnama 2′, still to be released ‘Force2’, ‘Kapoor and Sons’ and ‘Ae Dil Hai Mushkil’. TelevisionPost.com had earlier reported that the company had obtained a licence from the Ministry of Information and Broadcasting (MIB) to possibly launch a Hindi movie channel. Rishtey Cineplex will be the first Hindi movie channel from the stable of Viacom18. The channel will dig into the network’s movie library, make new acquisitions and premiere big titles. Commenting on the launch, Viacom18 Group CEO Sudhanshu Vats said, “With the launch of Rishtey Cineplex, we are entering the large Hindi movie genre, thereby filling a pivotal whitespace and offering a holistic Hindi entertainment ecosystem from our stable. At Viacom18 we are committed to continuously strengthening our portfolio across genres, languages and age groups. Rishtey Cineplex is a key milestone in that journey.” Viacom18, an equal joint venture between Network18 Group and Viacom, had decided to fill the whitespace five years back and was on a movie-buying spree in 2010 as a precursor to the launch of a Hindi movie channel. But TV rights of movies had become expensive and Viacom18 under Raghav Bahl shelved its plans to launch the channel. So, why the launch now? Network18 has a new owner in Reliance Industries, the debt overhang is no more an issue, the bouquet of channels have expanded and grown, and the country is in the midst of cable TV digitisation. The company feels the time has arrived for it to add a genre that is next to Hindi GEC as a mass entertainment vehicle. The channel will bolster the network’s reach across India. “Rishtey Cineplex will also enable us to offer 360-degree value to our advertisers creating more opportunities for on-air promotions enabling optimisation of ad inventory across the network,” Vats added. Colors & Rishtey CEO Raj Nayak said, “We have scripted a great success story for brand Colors with it being extended into regional languages and English entertainment. Each of these channels has helped us cater to an intrinsic viewer demand. We are now all set to give impetus to brand Rishtey with the launch of our exclusive Hindi movies channel Rishtey Cineplex, which will help us fortify our Hindi entertainment portfolio. With the best in films and entertainment lined up, we are confident that we will be able to strengthen audience affinity with Rishtey Cineplex.” Rishtey Cineplex marks the extension of Viacom18’s diverse portfolio which already contains successful Hindi general entertainment channels like Colors, Colors HD and Rishtey, a bouquet of regional entertainment channels—Colors Marathi, Colors Gujarati, Colors Bangla, Colors Kannada and Colors Oriya, and an English entertainment channel, Colors Infinity. Viacom18’s entry into the genre will fill a crucial gap in the Hindi entertainment broadcasting space. Major broadcast networks like Star India, Zee Entertainment Enterprises Ltd (ZEEL) and Sony Pictures Networks India have Hindi movie channels. Guests cannot see images and links in the messages. Please register to forum by clicking Register Here to see images. |
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