Viacom 18’s new Hindi entertainment channel that will be launching in the UK next month will be called Rishtey, BizAsia can exclusively confirm.
The channel will be a completely free-to-air and will replace Imagine Dil Se on Sky Digital EPG 831. It will complement sister station, Colors, which is a premium service. Rishtey will be used as a window to Viacom 18 programming including some original material that will be shown exclusively on the channel.
Rishtey will be available in the UK first and may launch in India and other parts later. Its packaging including logo and branding will be completely fresh but will still be unified with other Viacom 18 channels.
Rishtey will be overseen by Govind Shahi who looks also looks after Colors UK/Europe.
Its the first time an Indian broadcaster is launching an entertainment channel for the UK audience to carry on with the influx of free-to-air channels that have launched recently including UMP Movies, UMP Stars, Sony SAB, Aaj Tak and Sahara One.
Other details including Rishtey’s branding will be revealed exclusively on BizAsia next week.