MUMBAI: Expanding its current portfolio of channels, Viacom18 is now poised to launch a Hindi movie channel called Rishtey Cineplex.
The latest entrant in the Hindi movies channels’ genre will face stuff competition from established players like Sony Max, Zee Cinema, Star Gold, Movies OK and &Pictures.
However, Rishtey Cineplex - the first Hindi movie channel from the house of Viacom18 - has armed itself with big ticket movies like the recently released Bajirao Mastani, Airlift and Pyaar Ka Punchnama 2 as well as the yet to release Force2, Kapoor and Sons and Ae Dil Hai Mushkil amongst others.
The channel’s launch further paves the way for new film acquisitions to offer quality film-based entertainment and big television premieres to viewers.
Viacom18 Group CEO Sudhanshu Vats 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 optimisation of ad inventory across the network,” he 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 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 has under its umbrella 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.
