Jaldi 5 with Sunil Kumaran: UP has much affinity to action content

29 Oct,2012

It’s been action time for a while for Sunil Kumaran, Business Head, Language TV at Reliance Broadcast Network Ltd. The channel has been in the works ever since a jv with leading European network, the RTL Group, was inked last year. Mr Kumaran spoke to MxMIndia soon after announcing the launch of the BIG RTL Thrill next month.

 

01. Yours will be the first national Hindi channel doing a phased-wise launch. Why this strategy?

The strategy for the channel is to enter the different markets with local language feed, catering to the need of the respective market. UP is part of the first phase as it has affinity to action content.

Our strategy is to consolidate our position further in the markets where we already enjoy a significant presence with our Radio and existing TV offerings.  This gives us a significant edge over the others in the space as we already reach a very large part of the population.

Also the Hindi-speaking markets contribute to more than 65% of total advertising spends across television, radio, print etc. and the idea is to create a media network that rides on the consumer boom in the tier II and III markets.

 

Does the UP launch mean consumers in Mumbai will not be able to access it?

BIG RTL Thrill will be available on DTH platform across India, so people across all metros including Mumbai will able to see it. We have already tied up with Reliance Digital TV and are in the process of closing the rest

 

Will you also be looking at dialects of UP being used in the dubbing?

We will be dubbing it in Hindi for UP but with regional undertones.

 

Will we see it entering southern markets too with local dubbed feeds?

Too early to comment.

 

02. Will we see any ‘Made in India’ programming on the channel?

Yes, that is part of the programming line-up in the future…

 

03. What has been the response from advertisers thus far?

We have got a good amount of response especially the brands which have Male as the primary TG. They are also excited to be part of channel which provides differential offering… across Automobile, telecom, FMCG, BSFI, Consumer Durables

 

04. Any special promotions to hook viewers?

Apart from big marketing campaign, we are looking innovative on-ground and rural activations. We are also hunting for local Action ka Baap’s

 

05. Given that action programming lends itself to loads of on-ground activity, do we see that happening?

Yes, on-ground activation and programming is going to be part of the promotional strategy and sustenance.

 

Akhadas, et al?

We are not only limiting it to Akhadas, but also extending it to action stunts in local mela and local talent hunt etc.

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