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India’s Viacom18 Launches Hindi Movie Channel Rishtey Cineplex

India’s Viacom18 group announced the launch of Hindi movie channel Rishtey Cineplex on Wednesday. Titles on the channel include recent box office hits “Bajirao Mastani,” “Airlift” and “Pyar Ka Punchnama 2” and future releases “Ae Dil Hai Mushkil,” “Force 2” and “Kapoor and Sons.”

Viacom 18, a joint venture between U.S. media conglomerate Viacom and India’s Network 18 Group, operates several channels in India, but is a latecomer to the linear movie channel segment. Rishtey Cineplex will be pitted against established channels operated by Star India, Zee Enterprises, Disney-UTV and Sony Pictures.

“With the launch of Rishtey Cineplex, we are entering the large Hindi movie genre, thereby filing a pivotal white space and offering a holistic Hindi entertainment ecosystem from our stable,” Viacom18 Group CEO Sudhanshu Vats said. “The movie channel will bolster the networks reach across India and help us dial up our engagement levels with our viewers.”

Other Viacom18 channels include Colors in various Indian languages, Colors Infinity and Colors Infinity HD in English, Rishtey, Nickelodeon, Sonic, MTV, MTV Indies, Nick Jr, VH1, and Comedy Central.

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