Reliance Broadcast Network (RBNL) and its joint venture partner RTL Group will launch their first channel, BIG RTL Thrill, in Uttar Pradesh next month as they look to tap Hindi speaking audience.
Targeted at male audience with global contents such as reality shows, wrestling, extreme sports, game shows and movies dubbed in Hindi, the JV - BIG RTL Broadcast also plans to launch the channel in other Hindi speaking states such as Madhya Pradesh, Rajasthan, Bihar, Punjab, Maharashtra.
"Initially, the channel will go on air in Uttar Pradesh (UP), featuring international content dubbed in Hindi. Phased expansion to other Hindi-speaking markets and the SAARC region will follow," the company said in a statement.
The channel is aiming to cater to the entire 75 districts of UP with a population of 20 crore and it goes on air from November 5.
On further expanding the reach of the channel, the company said: "Currently the plan is to take the channel to the other Hindi speaking markets across Madhya Pradesh, Rajasthan, Bihar, Punjab, Gujarat, Maharashtra, etc".
The company said it will be spending around Rs 10 crore on marketing campaigns in the region.
"This will be across Reliance Broadcast Networks' own platforms and outside of RBNL across television, radio, print, out of home and digital," it added.
On the revenue targets from the upcoming channel, the company said it "will form a sizable part of our portfolio" but added it would be too premature to put a number.
The company said the channel would be distributed as part of Reliance Broadcast Network's seven television channel bouquet, including BIG CBS Prime and BIG CBS Love.
"BIG RTL has also tied up with DEN Networks limited which is the largest player in the UP market along with MSO's Digicable, Siticable, Moon Cable, See TV and other large independent operators," it said.
