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 variety entertainment service with “something for everyone” in the family.
Elaborating on the launch, Sameer Goswami- Senior Vice President & Head of North America business for IndiaCast said, “Launch of Rishtey in North America adds another dimension to our stellar portfolio of channels in the region. For each market that we launch Rishtey in, our content and distribution strategy is customized as per the relevant audience consumption and that’s exactly what we have done here. US & Canada are the first markets where this brand will be a Pay-Tv service. With 8 services in the region, which includes 2 Hindi GECs, a world class News Service, an iconic youth & music service as well as 4 regional (language) entertainment channels, we truly have the most comprehensive portfolio in the South Asian space.”