The television plays a very important role in every Indian household. This is quite evident if you observe the common positioning of the television in any house. The television is usually installed in the living room and all the sitting furniture is arranged in such a way that they face the television. Often, it is the television which brings together all family members.
Undoubtedly, Indian television is known for programmes which cater to the sensibilities and preferences of people from every age group. In the last few years, the online streaming and mobile applications have gained immense popularity among the youngsters. However, their popularity could not affect the importance of television in the family. Watching television is still regarded as an important part of family time.
You would find television channels of all genres on Indian television but the most popular of all is Hindi general entertainment. There are a number of Hindi entertainment channels on TV. The most popular among these channels is Colors, which is owned by Viacom 18. Colors is loved by audience of all age groups and a number of programmes, both soap operas and reality shows, aired on it have achieved a cult status.
Some of the serials on Colors became so popular that Viacom 18 had to re-run them from the beginning for those who failed to watch them from the beginning. Initially, Colors had selected the post-breakfast slot for re-runs but it soon realised that the number of popular shows outrun the number of slots. So, Viacom 18 had to take the strategic decision to start another channel by the name of Rishtey. Today, Rishtey is one of the most popular Hindi entertainment channels despite the fact that it shows re-runs of Colors shows.
Last year, Rishtey tried to experiment in regards to its content and introduced a few super-hit Pakistani soap operas. It proved to be successful as the Indian audience became fond of the Pakistani soap operas because of the cultural similarity between the two countries. The channel is now planning to incorporate more international shows from other countries.
Given the popularity of Rishtey, Viacom 18 recently decided to diversify the brand with the launch of Rishtey Cineplex. Keeping the brand image of Rishtey intact, Rishtey Cineplex airs only Bollywood movies of yesteryears. The Bollywood movies of the 1960’s and 1970’s are loved by the old and current generations of India alike. Rishtey Cineplex helps in fulfilling the demand of such cine lovers of Bollywood classics.
