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MUMBAI:
Big RTL Thrill, the joint venture channel between Reliance
Broadcast Network (RBNL) and European entertainment network
RTL Group, will launch on 5 November.
Big
RTL Thrill is positioned as an action entertainment channel
targeted at male audiences and has the tag line 'Action ka
Baap' (Ultimate Action Destination).
Initially,
the channel will go on air in Uttar Pradesh, featuring international
content dubbed in Hindi. Phased expansion to other Hindi-speaking
markets and the Saarc region (South Asian Association for
Regional Cooperation which include the countries of Sri Lanka,
Bhutan, India, Maldives, Nepal, Pakistan, Bangladesh and Afghanistan)
will follow.
The
channel will cater to what it says is a largely untapped market
segment, with an entertainment mix developed by detailed sampling
of content, focus group research and comprehensive market
analysis.
The
channel's TG is male viewers aged 15 to 44. Its content will
include reality shows, action series, wrestling, extreme sports,
game shows and movies. Content has been acquired from production
companies such as FremantleMedia, Endemol and Red Bull with
key shows including Fear Factor, Cobra 11, Criss Angel, Wipe
Out and Bay Watch. The line-up will also feature action films.
The channel will complement and provide synergies with the
radio network 92.7 Big FM which has six stations in the state,
along with its variety entertainment channel Big Magic. "This
consolidates Reliance Broadcast Network’s position as
a leading media platform in Uttar Pradesh, offering maximum
focussed reach to marketers," the company said.
The
channel will be marketed through a holistic multi-media campaign
across television, radio, out of home, on ground, print and
digital.
RBNL
CEO Tarun Katial said, “Big RTL Thrill comes as an answer
to the Indian males’ quest for action entertainment.
The product is world class, served in Hindi, and has been
designed to fill a clear void that exists in the market, ensuring
high audience engagement. With the launch of this channel,
Reliance Broadcast Network fortifies its standing in Uttar
Pradesh, offering advertisers a robust and unmatched offering
in the region, delivering exceptional value for their brands.”
RTL
Group executive VP regional operations, business development
CEE and Asia Andreas Rudas said, “This is an exciting
moment for us at RTL Group; it’s our first step into
the Indian broadcasting market, which offers very promising
growth opportunities. We will contribute our long-term broadcasting
and programming expertise to BIG RTL Thrill – with high-quality
content targeting a clearly defined audience. The powerful
combination with Reliance Broadcast Network will help ensure
that BIG RTL Thrill becomes a strong new brand on the Indian
market.”
Uttar
Pradesh was a natural choice for the launch of the channel.
It is home to India’s largest male population and the
country’s second largest economic engine, contributing
8.05 per cent of national GDP. The Ficci report shows the
region’s advertising market grew by 15 per cent during
2011, faster than the national average with the strength of
local business segments helping to provide some insulation
from the current economic slowdown.
"Residents
of the region also demonstrate higher than average income
and consumption patterns. This makes Uttar Pradesh an area
of great interest for marketers and an excellent starting
point for Reliance Broadcast Network and RTL Group’s
Joint Venture channel; further phased expansion will follow,"
the company said.
"22
out of the top 30 movies on Hindi movie channels in the Uttar
Pradesh market are action movies compared to the ratio of
17:30 in other Hindi speaking markets. Action and thriller
shows are the second highest rating drivers for Hindi General
Entertainment channels, next only to serials. Statistics also
highlight that action and thriller shows are an under-served
genre of content when it comes to regional channels targeted
at Uttar Pradesh," the release added.
Big
RTL Thrill is the seventh channel from RBNL. The others are
Big CBS Prime, Big CBS Love, Big CBS Spark, Big CBS Spark
Punjabi, Big Magic and Bloomberg TV India.
According
to an official statement, Big RTL Thrill has tied up with
Den Networks, Digicable, Siticable, Moon Cable, Sea TV and
other independent operators. The channel has also teamed up
with Reliance Digital TV across India, and is in the process
of closing deals with other operators, the release added.
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