RBNL-RTL JV all set to launch new channel BIG RTL THRILL in Nov'12

Reliance Broadcast Network (RBNL) and RTL Group, the leading 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 include 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.

BIG RTL THRILL will target at 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 some of the world’s best 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.

The channel will complement and provide synergies with RBNL’s No. 1 radio network 92.7 BIG FM which has 6 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.

Speaking on the occasion, Tarun Katial, CEO, Reliance Broadcast Network Ltd. 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.”

Mr. Andreas Rudas, Executive Vice President Regional Operations & 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 on the Indian market.”

The market in Uttar Pradesh

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% of national GDP.  The FICCI report shows the region’s advertising market grew by 15% 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.
Statistics and entertainment preference mapping indicate a strong appetite for action content in this market:

• 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 2nd 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
• Action Sports like wrestling deliver 20% higher viewership in Uttar Pradesh, compared to All India Average

(Data Source: TAM, Market: UP All, HSM, All India, Period: week 1-26 – 2012)