New Indian general entertainment channel Rishtey has been selected by its owner Viacom18 as the platform for the forthcoming Celebrity Cricket League (CCL).
Every match from the event, which begins on 25 January, will be televised on Rishtey, with four matches also being shown on its sister channel Colors, reports Indiantelevision.com.
The new channel is currently available via direct-to-home (DTH) platforms Airtel DTH, Videocon d2h, Dish TV and Prasar Bharati's FreeDish. Pan-Indian multi-system operators (MSOs) Den and Digicable are also carrying Rishtey, as well as regional cable operators GTPL (Gujarat, Maharashtra, Jharkhand), Fastway (Punjab), WWIL and KCBPL (Kolkata), and Manthan (Kolkata and Jharkhand), Darsha (Bihar), UCN, ICC and Next Gen (Maharashtra), Hathway (Maharashtra, MP, Punjab and Rajasthan), You Scod18 and Seven Star.
Although Rishtey is new to India, it is the UK's second most watched Asian entertainment channel after Star Plus, with a weekly reach of a reported 800,000 viewers. It has been broadcasting in the UK since September 2012.