Television for mass entertainment in India

1. Television formass entertainment in India Viacom 18 is probably the most diversified media network in India with TV channels from almost every possible genre. In fact, the channels of Viacom 18 are also leaders in their respective domains, yet the network keeps on developing newer strategies to entertain the Indian audiences. In this attempt, Viacom 18 has launched a channel called Rishtey solely for the re-runs of shows on Colors that have been loved by the audience. This has allowed Viacom 18 to gain new audiences with the help of its already popular shows. Rishtey is not a fundamental channel. It mainly airs the TV programmes, which have already been aired on Colors. It allows people to catch up on the missed episodes of their favourite serials. In the recent times, Rishtey has also started airing shows from overseas, especially the popular serials from Pakistan, Egypt and Turkey, which has been welcomed by Indians with open arms. The most remarkable thing is Rishtey, despite being a re-run channel, has managed to earn a dedicated fan base. Various other media networks operating in India too have followed suit and launched their own re-run channels after Rishtey’s success. Owing to the popularity of Rishtey, Viacom 18 decided to diversify it further and thus, the movie channel Rishtey Cineplex was launched. The channel mainly shows movies from the retro age. Indian movies from the periods of 1950s to 1980s still have a strong fan base in India, and Rishtey Cineplex caters to the tastes of such people. You might often find your grandparents enjoying movies from the golden era of Indian cinema on this channel. The success of Rishtey and Rishtey Cineplex indicates that Viacom 18 understands the demands of mass entertainmentin India. This is why it is speculated that the media network will continue to be the biggest entertainer on Indian television. The diversification of the channels of Viacom 18 will continue, and the range of fan base of these channels will keep on increasing. The area in which Viacom 18 is diversifying itself currently is regional entertainment, and there is no denying that this area has got great potential. Today, the programmes aired on Colors Viacom 18 enjoy the highest TRP on Indian television. Not only the daily soaps, but also the reality shows aired on Colors are religiously followed by the Indian audience.