Viacom18 is re-naming its Hindi film channel Rishtey Cineplex and Hindi general entertainment channel Rishtey, to join its Colors brand. Since March 1, 2019, the pay-TV channels are known as Colors Cineplex and Colors Rishtey, respectively. To increase its audience share, Colors Cineplex has acquired highly anticipated new films. Its programming also includes Hindi dubbed version of popular regional films. Colors Rishtey will showcase recent and popular shows from Colors’ content library.
“The idea is to expand the aegis of brand Colors and strengthen Viacom18’s Hindi mass entertainment portfolio drawing in more synergies. The new identity of the channels with golden hues and the archetype petal will convey the continuing evolution and growth of our business while also fortifying our bond with the viewers of the Colors Family. So far, the trend and consumption on both the channels have been extremely encouraging and now with the scaled-up movie library along with its premium positioning, we are confident of breaking new ground.”