New Delhi: Film, television and digital content conglomerate Viacom18 Media Pvt Ltd has brought its 24-hour Hindi movie channel, Rishtey Cineplex and Hindi general entertainment channel, Rishtey under the Colors umbrella and renamed them as Colors Cineplex and Colors Rishtey respectively.
Colors Cineplex has acquired a bunch of latest and upcoming Hindi films like Ranbir Kapoor and Alia Bhatt-starrer Brahmastra, Karan Johar’s productions Student of the Year 2 and Drive, Nawazuddin Siddiqui-starrer Thackeray and Arshad Warsi’s Fraud Saiyaan, among others. The line-up also includes Hindi dubbed versions of non-Hindi films like Mani Ratnam’s Chekka Chivantha Vaanam(Tamil), Kadaikutty Singam(Tamil), Kavacham(Telugu), Junga(Tamil), Charlie Chaplin(Tamil) and Seetharam Kalyana (Kannada). The existing library contains includes films like Padmaavat, Bajirao Mastani, Andhadhun, Kabhi Khushi Kabhie Gham, Kuch Kuch Hota Hai, Ae Dil Hai Mushkil, among others.
Colors Rishtey, on the other hand, will have shows from the Colors library including the third season of Naagin, Dance Deewane, Bigg Boss, Madhubala along with newly introduced original series like Navrangi Re! and Hum Saaf Saaf Hai. It will also offer short format content like Dialoguebaazi, where popular dialogues from various films will be mashed up using animated kinetic typography, vignettes of various film festivals, behind-the-scenes trivia and coverage of exclusive Red Carpet events.
“The idea is to expand the aegis of brand Colors and strengthen Viacom18’s Hindi mass entertainment portfolio drawing in more synergies. Colors has established itself as a household brand in just a decade and it was a logical move to consolidate the mass entertainment channels under its iconic clout," said Nina Elavia Jaipuria, head – Hindi mass entertainment and kids TV network, Viacom18, in a statement. “So far, the trend and consumption on both 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."