On the day that a meritocratic corporate diplomat of Indian origin became CEO of Google, one of Europe’s biggest Indian TV networks is doing its bit for meritocracy.
Rishtey TV Europe, Viacom18’s second Hindi entertainment channel is now officially available on Freeview across the United Kingdom – the first Hindi General Entertainment Channel to launch on Freeview.
Rishtey’s line-up of all-round entertainment includes Bollywood blockbusters, fiction dramas, non-fiction and reality shows, kids and youth programming along with the hugely popular locally produced programme: Desi Beats which stars the charmingly irrepressible Raj Ghai.
The channel will now be available on Freeview HD sets in England, Wales, Scotland and Northern Ireland.
It’s estimated that the switch to Freeview will increase Rishtey’s potential reach by over 4.5 million sets in the UK!
“Rishtey was the first of its kind free-to-air channel from the Viacom18 stable curated for South Asian audiences in UK. As we expand our footprint to engage viewers across the continent with Rishtey Europe, we are excited to engage with viewers on Freeview in the UK as the first South Asian channel on the platform. We are bringing the discerning South Asian viewers one-step closer to their culture. Further with this launch, we are looking forward to an enhanced reach giving viewers a taste of home through our content-mix and programming lineup, which promises to showcase the best of South Asian entertainment”, said Anuj Gandhi, Group CEO – Indiacast.
Govind Shahi – Business Head, Indiacast Europe said: “As a major Hindi General Entertainment Channel broadcasting various types of programming from the Indian subcontinent, we are delighted to be able to reach more viewers in the UK through Freeview.
“We believe that there is a growing demand amongst audiences that understand and consume Asian content in the UK, which we have been bringing to our viewers for the past four years. The inclusion of Rishtey on Freeview has made the channel available to a complete new set of audience in the UK market, which is a necessary step forward for increasing our viewership pie. We realised that there was a lot of demand for our entertainment within the local community but availability was an issue; this is our way of getting closer to everyone who would like to watch quality entertainment in the comfort of their homes.”