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Viacom18 extends Rishtey brand with new Hindi movie channel

Network forays into Hindi movie channel genre with Rishtey CINEPLEX which will be launched in the next quarter


BS Reporter  |  Mumbai 

Viacom18 extends Rishtey brand with new Hindi movie channel

Viacom18, the 50:50 joint venture between US-based and Mukesh Ambani’s Network18, announced the launch of a new, exclusive Hindi movie channel “Rishtey CINEPLEX”. The new movies destination “Rishtey CINEPLEX” will be positioned as a powerful mass entertainment offering under the Rishtey brand name.

The channel will be headed by Raj Nayak, CEO, Colors and Rishtey and is expected to launch in the next quarter.

The first Hindi movie channel from the house of Viacom18, Rishtey CINEPLEX will offer a holistic entertainment experience with multi-genre films, including recent flicks like Bajirao Mastani, Airlift, Pyaar Ka Punchnama 2, and still to be released Force2, Kapoor and Sons, Ae Dil Hai Mushkil and many more from the network’s wide library of blockbuster movies.

The channel’s launch further paves the way for new film acquisitions to offer quality film-based entertainment and big television premieres to viewers.

Sudhanshu Vats, Group CEO — Viacom18 said, “With the launch of Rishtey CINEPLEX, we are entering the large Hindi movie genre thereby filing 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.”

“The movie channel will bolster the networks reach across India and help us dial-up our engagement levels with our viewers. Rishtey CINEPLEX will also enable us to offer 360-degree value to our advertisers creating more opportunities for on-air promotions enabling optimization of ad inventory across the network,” he added.

Raj Nayak, CEO — COLORS & RISHTEY 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 that 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 portfolio which currently operates 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.

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First Published: Wed, February 24 2016. 09:15 IST