Mumbai – Reliance Broadcast Network (RBNL) and RTL Group have announced that their joint venture channel Big RTL Thrill which will launch on November 5. The new action entertainment channel, targeted at male audiences aged 15 to 44, with the tag line “Action ka Baap” (“Ultimate Action Destination”), will go on air in Uttar Pradesh featuring international content dubbed in Hindi.
Phased expansion to other Hindi-speaking markets and the SAARC (South Asian Association for Regional Cooperation) region, which includes the countries of Sri Lanka, Bhutan, India, Maldives, Nepal, Pakistan, Bangladesh and Afghanistan, will follow. The channel targets the largely untapped market segment with an entertainment mix developed by sampling of content, focus group research and market analysis.
Big RTL Thrill will feature content from across the globe including reality shows, action series, wrestling, extreme sports, game shows and movies. Content has been acquired from companies such as FremantleMedia, Endemol and Red Bull, with shows including Fear Factor, Cobra 11, Criss Angel, Wipe Out and Bay Watch. The line-up will also feature a collection of international action films.
The channel will complement and provide synergies with RBNL’s No. 1 radio network 92.7 BIG FM, which has six stations in the state, along with its variety entertainment channel BIG MAGIC, offering maximum focus reach to marketers.
“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,” said Andreas Rudas, Executive Vice President, Regional Operations & Business Development, CEE and Asia, of RTL Group.
