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Reliance Broadcast Network, a Reliance ADAG company, is set to increase the foothold of BIG RTL Thrill, its joint venture action channel, in the two metros of Delhi and Mumbai.
The JV channel Thrill under BIG RTL JV, where both RBNL and Europe’s RTL Group have equal stake, was initially launched in Uttar Pradesh. It targets male audiences (15-44yrs) with dubbed action entertainment in Hindi. The channel offers reality shows, action series, wrestling, extreme sports, game shows and action movies.
While the test run of Thrill is on in these two cities, official launch will happen mid week. The company has signed distribution deals with In Digital, Hathway Cable & Datacom, Digicable, 7 Star, JPR Spacevision, ABS, Siticable, Home Cable and Star Broadband. It is eyeing to expand its coverage to reach out to over 6.5 million households across both cities.
When the channel was launched in UP, Tarun Katial, CEO of RBNL had told Business Standard that the plan is to reaching out to audiences across 1mn+ towns in the Hindi-speaking markets (HSMs) in a phased manner. After phase II of digitisation, the company will push the distribution in those cities too.
“It is a good strategy to launch in the cities where digitisation has already happened, as it will help the company to increase the reach, without shelling out much on carriage fee. However, it will have to market the channel well to gain audience share,” a senior media buyer of a agency who is negotiating ad rates on the channel told Business Standard.
At present, only AXN is pure action entertainment channel, but in English. While AXN is contemplating on a Hindi feed, Thrill will have a free run so far, as it had in UP. UTV Action is another dubbed channel in Hindi, but it offers only movies. Other English entertainment channels also offer a few shows or films on action genre.
RBNL claims that in UP, Thrill’s ratings were better compared to other male targeted channels and news channels. Katial said, “BIG RTL Thrill has performed excellently in the regional market of Uttar Pradesh, consistently delivering strong numbers. The Channel, with its distinctive international dubbed content has already outperformed other regional male targeted channels and now makes its entry into the metros of Mumbai and Delhi. It also has plans to further grow to other key markets in the Hindi speaking belt in a phased manner. We are confident that the Channel will continue to deliver value to both audiences and marketers.”
The content of the channel, it says, has been acquired from reputed names ranging from Fremantle, Endemol, and Red Bull, along with a library of international action films.
