MUMBAI: BIG RTL, the television joint venture between Reliance Broadcast Network and RTL Group, has named its soon-to-be-launched action channel ‘Thrill’. The thematic channel, positioned as the first action entertainment channel, is the result of detailed audience mapping and insight mining among Indian audiences to determine entertainment need gaps. The joint venture channel will address this need gap and serve the very best of international content from across the globe, dubbed in Hindi. The channel is slated to launch by the end of the Q1FY12-13.
With several options to choose from, the internal team set out to test names with the potential core target group: male audiences across metropolitan and non-metropolitan areas in the Hindi-speaking markets. With focus groups spread across the country and moderators mapping feedback closely, 'Thrill' emerged as the hands-down winner for the name for the channel. The name is easily comprehensible across all social strata and encapsulates the core values of the channel - ‘daring’, ‘action-packed’, ‘electrifying’, ‘sporty’, ‘challenging’ and ‘adventurous’. Males looking for entertainment that gives them an adrenaline rush found 'Thrill' the most befitting name for the channel.
The core viewers of the channel would be 'Thrill' seeking males in the age group of 15-44 years, who are action and adventure lovers.
As part of the plan to offer a diverse programming mix, the channel has signed strategic deals with various leading international content providers for successful global formats and series across a variety of genres: action reality, action thrillers, fighting and wrestling championships, shocking, never seen before films, extreme sports, late night entertainment and a robust library of hit Hollywood action movies, all dubbed in Hindi.
Speaking on the occasion, Tarun Katial, CEO, Reliance Broadcast Network Ltd., said, “We are excited to offer India its first action entertainment channel, 'Thrill' which will showcase world-class international content, dubbed in Hindi. The channel fills a need gap that exist in the entertainment landscape and we are confident that our proposition, backed by consumer insights, will resonate excellently with viewers and marketers alike.”
BIG RTL has already teamed up with Reliance Digital TV, India’s leading direct-to-home service provider, to distribute 'Thrill', giving the channel access to 30 lakh digital television homes across India and the channel is in the process of closing deals with other operators. This partnership marks the beginning of the quest to extend BIG RTL’s top-of-the-line content to maximum audiences across the country. 'Thrill' will be distributed as part of a 7 channel robust bouquet of Reliance Broadcast which includes BIG CBS Prime, BIG CBS Love, BIG CBS Spark, BIG CBS Spark Punjabi, BIG MAGIC and UTV Bloomberg.
The present joint venture marks RTL Group’s entry into the burgeoning Asian television market and is Reliance Broadcast Network’s second international joint venture, following on the heels of its successful joint venture with CBS Studios International.