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Rishtey aims to attract UK audience

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A NEW Hindi channel aimed exclusively at UK audiences hopes to attract young British Asians with reality TV shows which follow a Western format.

 

Rishtey is the latest addition to the Viacom18 family of channels that currently includes six entertainment channels.

 

Rishtey will show programmes similar to its sister channel Colors, which is part of the Viacom 18 family owned by IndiaCast, a media distribution company.

 

Anuj Gandhi, group chief executive officer of IndiaCast, said the channel is not "fully" targeted at second and third generation audiences but hopes it will "resonate" with them.

 

"We have seen good resonance with the second and third generation UK residents, with the kind of formats we do. Shows like India's Got Talent, Big Boss and Fear Factor that we show on Colors TV are popular with younger audiences."

 

The free-to-air (FTA) channel, available on SKY Channel 831, is trying to exploit a "void" in the mainstream entertainment space according to Gaurav Gandhi, chief operating officer of IndiaCast.

 

He said: "We've been around for 10-15 years and found there is large south Asian market who are not on pay TV. So we are trying to exploit that opportunity."

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