Reliance Media World Ltd (RMWL), a division of the Reliance ADA Group, has unveiled its new business plans of building a multi-media entity. RMWL is present in the spaces of radio (Big 92.7 FM), experiential marketing (Big Live), out-of-home (Big Street), and digital (Big Digital). The plan is to add more verticals to be a holistic solutions provider for clients.
In keeping with its growth plans, Reliance Media World will be rechristened as Reliance Broadcast Network Ltd and this change will be implemented in the next 15 days.
Tarun Katial, CEO, Reliance Media World, said that the group was looking at tapping new opportunities to touch base with consumers, and in line with that, the sales force, which has been named Big Connect, was being spruced up to a strength of 200 associates across 52 cities to handle 1,000+ accounts per month.
One of the big sectors that has warmed up for radio advertising is SMEs and to tap that, there is a separate business development team within the sales team to looks after SMEs. Education and pharma are the other sectors that have been advertising on radio.
Katial further said that the team was well versed with all the verticals of the group and hence, they would be able to identify the clients’ needs and service them in a better way.
Besides radio, the group will be focusing a lot on BTL activities as they have identified a huge potential in that segment. Rabe T Iyer, Business Head, Experimental Marketing, Digital and OOH, shared some statistics and said, “BTL is now a Rs 2,800 crore industry, out of which almost 70 per cent is unorganised and is dominated by some 15 players. This segment is expected to grow to be a Rs 5,000 crore business by the year 2015, where almost 50 per cent will be organised.”
Talking about the new identity and the future of the group, Katial said, “These are exciting times for the media and entertainment industry, and our integrated approach is to re-align Reliance Media World Ltd with emerging consumer dynamics, which is resulting in new expectations from clients. This re-alignment will enable the company to leverage the cohesive strength of different media platforms within RMWL and Reliance ADAG in a proactive and strategic manner.”
Some of the other verticals that the group intends to add are expected to be in the Digital Audio Content and Digital Video Content and Digital OOH spaces.