Big RTL Thrill to go dual-language with English feed starting this week

Initiative aimed at reaching its international action content to discerning male audiences across a larger geography

BestMediaInfo Bureau | Mumbai | June 10, 2013

Big RTL Thrill, the joint venture channel between Reliance Broadcast Network and Europe's RTL Group, which is positioned as an action entertainment channel targeted at male audiences, has announced its English feed beginning June 12, 2013, across the key markets of Mumbai, Delhi, Kolkata, Maharashtra 1Mn+, Gujarat 1Mn+, Rajashthan 1 Mn+, Madhya Pradesh 1 Mn+, Bihar 1 Mn+, Jharkhand 1 Mn+, Haryana 1 Mn+, Punjab 1 Mn+, West Bengal 1 Mn+ and Uttar Pradesh 1Mn+.

Targeted at the 15-44, SEC Males, the channel will now be available in dual feeds of Hindi and English, reaching 29 million male audiences. Big RTL Thrill, which initially launched in UP in November 2012, has attracted male eyeballs in large numbers beating longstanding male entertainment television entertainment options in the region. Backed by the success in UP, the channel also recently announced its foray into the key markets of Mumbai and Delhi and now becomes available across a larger geography in line with its business plan of reaching over 17 million households.

With limited male entertainment options on television, and research and consumer mapping indicating a lacuna – across both English and Hindi speaking male audience requirements – the decision to go in for dual feed is in sync with the market opportunity available. With an assortment of shows, handpicked to ensure relevance, and meeting the predilection of its viewers, the channel will feature global hits ranging from Fear Factor (latest seasons), Hole in the Wall, Wipe Out, M1, Distraction, and Battle of the Bods.

Sunil Kumaran, Business Head, Regional TV, Reliance Broadcast Network, said, “With this latest development we intend to emulate the same success which we have achieved in Hindi speaking markets. We have chosen the content as per our viewers' preferences and are confident it will work. With the dual feed, a variety of new shows in the offing, and Phase II of DAS being implemented, we are confident that Big RTL Thrill will find an enhanced and relevant male audience base, proving to be the best possible choice for marketers wanting to reach out to this audience.”

The English feed will see high impact campaigns across key markets. The channel will ensure audience engagement through mediums of television, radio, print, outdoor and on-ground activations to promote the English feed. The channel is available across DTH and digital platforms of Reliance Digital TV, Digicable, Siti Cable, InCable, Hathway Digital, 7 Star Cable, JPR Global Satellite, Star Broadband, to name some.

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