Viacom 18 is all set to go live with its second general entertainment channel (GEC), Rishtey, in January 2014. The new GEC, which has been airing free to air since last week in a soft launch, will go live with the Celebrity Cricket League (CCL) around Republic Day.

All of Viacom's competitors have second-line GECs as well as sub-brands , which add crucial gross ratings points (GRPs), based on which channels negotiate advertising rates and subscription fees. In India, Rishtey will be the first free-to-air (FTA) channel from the Viacom18 bouquet.

"It's really two genres that give you heft with MSO's