MUMBAI: It debuted in India on 1 December on the pubcaster DD's free DTH service FreeDish. Now Viacom 18’s second GEC channel Rishtey has got carriage on India's oldest DTH platform Dish TV.
Rishtey is currently running its test feed on Dish TV at LC number 1000 as well as on Freedish, India’s only FTA DTH broadcaster. Deals with other cable and DTH players are in progress to get the channel’s distribution intact before launch. Sources say that it would have paid anywhere between Rs 4 to Rs 6 crore get carriage on the pubcaster's DTH service.
IndiaCast - which is distributing the channel in India - sources indicate that test feeds will soon commence on Airtel Digital TV and Videocon d2H as well.
The FTA channel that launched September last year in the UK, broadcasts reruns from Colors and original programming from channels in Pakistan such as Maat (currently on) and Humsafar (completed).
Recently, Rishtey UK doubled its ad rates on completion of its successful run in year one during the course of which it beat even Colors there. Primetime commercials are being sold there for as high as £600 for a mainstream advertiser and £100 for an ethnic one.