Reliance Broadcast Network (RBNL) and RTL Group, a European entertainment network, today announced the launch of their joint venture channel Big RTL Thrill. Positioned as an action entertainment channel targeted at male audiences, with the tag line ‘Action ka Baap’ (Ultimate Action Destination), the channel will launch on November 5, 2012 in India.
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 includes the countries of Sri Lanka, Bhutan, India, Maldives, Nepal, Pakistan, Bangladesh and Afghanistan) will follow. The channel will cater to a largely untapped market segment, with an entertainment mix developed by detailed sampling of content, focus group research and comprehensive market analysis.
Speaking on the occasion, Tarun Katial, CEO, Reliance Broadcast Network 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.”
Big RTL Thrill will target male viewers aged 15 to 44 and promises to offer adrenaline rush, ‘edge of the seat’ entertainment with hand-picked content from across the globe including 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 a strong library of international action films, shared an official release.
The channel will complement and provide synergies with RBNL’s radio network 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 channel will be marketed through a holistic multi-media campaign across television, radio, out of home, on-ground, print and digital.
Andreas Rudas, Executive Vice President Regional Operations and Business Development CEE and Asia of RTL Group 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 in the Indian market.”
Uttar Pradesh was a natural choice for the launch of BIG RTL THRILL. 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.
Big RTL Thrill will be distributed as part of Reliance Broadcast Network’s seven television channel bouquet, which includes Big CBS Prime, Big CBS Love, Big CBS Spark, Big CBS Spark Punjabi, Big Magic and Bloomberg TV India. Big RTL has also tied up with DEN Networks which is the largest player in the UP market along with MSOs Digicable, Siticable, Moon Cable, See TV and other large independent operators. Big RTL Thrill is prepared for the advance of digitisation and has already teamed up with Reliance Digital TV, across India, and is in the process of closing deals with other operators, added the release.