MxMIndia

Tag: RBNL

  • Agency's Delhi and Mumbai offices will handle the account of 92.7 Big FM, Big Magic and Spark Punjabi

    Grey India bags creative duties for multiple brands of RBNL

    By A Correspondent

     

    Post a multi-agency pitch process in Delhi, Reliance Broadcast Network Limited has entrusted Grey India with its creative duties. The pitch process saw participation of several leading agencies. Grey Delhi will handle 92.7 BIG FM, BIG Magic (UP, MP, Bihar and Jharkhand) and Spark Punjabi (part of Big CBS), Grey Mumbai will handle Big CBS Prime, Big CBS Love and Big RTL Thrill.

     

    Dheeraj Sinha

    Dheeraj Sinha, Grey’s Chief Strategy Officer, South & South East Asia, said, “This was a pitch which didn’t feel like one. It felt like we were partners discussing strategy and responding to creative ideas. The vibe between the teams on both sides has been great and that to my mind is the biggest starting point to a successful partnership. I am fascinated by the role of media in today’s changing cultural landscape and see a big opportunity for us in this space, especially with the width of offering Reliance Broadcast Network has across radio and television. We look forward to redefining some codes in this space.”

     

     

    Confirming the development, Dip Sengupta, VP and Branch Head, Grey Delhi said “It’s a big win for Grey India. When we entered the fray, it was for the radio business, a hugely exciting opportunity. What makes the win sweeter is being awarded the mandate for the entire RBNL portfolio. What helped was the fabulous chemistry with the client, along with hunger, passion and some sparkling work !”

     

    “As usual we didn’t approach the creative through traditional above the line advertising. We tried to find solutions for Big FM, whether they came through programming, slugs, on-ground activation, events or digital ideas. Most importantly we had great fun working on the pitch and that obviously showed in the work we presented,” said EVP and National Creative Director of Grey India, Amit Akali.

     

    Jishnu Sen

    For Jishnu Sen, CEO & President (Grey India) Delhi is a priority market this year and starting the year with this win is of huge significance for the agency. “It’s like having 15 runs to make of the last over and hitting the first ball for a six,” he stated.

     

  • Sunil Kumaran, Business Head, Regional Channels at RBNL on the story so far for Big Magic, as it celebrates its second anniversary

    Rooted in the region worked for Big Magic: Sunil Kumaran

    It’s celebration time at the headquarters of Reliance Broadcast Network Limited (RBNL), also known as the Big TV network. Big Magic, the GEC which marked the entry of RBNL into the regional entertainment space, completed two years of existence last week. Positioned as a regional General Entertainment Channel (GEC) for the Hindi heartland of Uttar Pradesh, Madhya Pradesh, Bihar and Jharkhand, it features family dramas, crime shows, reality shows and weekend blockbuster movies. MxMIndia posed a few questions to Sunil Kumaran, Business Head, Regional Channels at RBNL to get a better idea of how Big Magic has done since its launch in 2011.

     

    Congratulations on Big Magic turning two. Two years for any media entity implies that it’s here to stay. Would you say that for Big Magic?

    The two-year journey has been stupendous and extremely encouraging. We started with the belief that there is an opportunity in the market for a regional player offering meaningful content which is relevant and has a deeper connect with consumers.

     

    This belief has been endorsed by our strong performance and consistent growth in the market. Over the last two years, we have launched some marquee shows like Big Bal Kalakaar, Police Files, Pyaar Ya Dehshat, Khul Ka Sim Sim, Big Memsaab and more, each of these resonating local sentiments and entertainment preferences.

     

    Encouraged by our success in this market, we have also ventured into launching Big Magic – Bihar and Jharkhand, with shows tailored to suit these markets.

     

    For those not in the know, could you tell us what have been the highs and lows for the channel?

    What worked for us was the localization of the shows and our radio network strength, which allowed us to amplify quickly and gave us speed to market.

     

    How is it managing in a world where the big GECs, big movie channels and big sporting events occupy mindspace. In that world how big Magic weave its magic?

    Big Magic’s unique proposition is the fact that it is rooted in the region. The programming team is based out of the region and has a much better understanding of the nuances of the local populace.

     

    GECs are challenged with their ability to provide relevant content for specific markets. For us, what works is that we are focused on a particular market and our ability to offer tailored content is significantly higher.

     

    How have advertisers taken to the channel?

    We have all the large national as well as regional/ local advertisers on the channel, ranging FMCG, consumer durables, auto, BFSI, SME’s and more…

     

    We’ve had channels like Dabbang already in existence before you came in… so do you think you’ve had a second mover advantage?

    There was no channel offering variety entertainment content in this space and most of the others operated in the infotainment space. We actually had the advantage to be the first to offer a holistic entertainment channel for the first time for the region.

     

    Khul Ja Sim Sim has been a huge success. There were hundreds of people who wrote to us at MxMIndia requesting for access to the show. You’ve said that it’s been the turning point for your channel… Talk us through how it has been the turning point? And life after that (for the channel?)

    KJSS was an adaptation of the popular international format Let’s Make a Deal. We bought the rights and adapted it for the region. The game show caters to the entire family and being the first of its kind for the region, the response received has been over-whelming. We brought in the original Indian host Aman Varma to host the show and we also invested in marketing the show aggressively across the state of Uttar Pradesh. This has managed to create a huge traction for the show and the channel.

     

    Have all the distribution hassles been eased? Would you say digitization in the Phase 2 will be of some help?

    We were very clear right from the beginning, that distribution, for a regional channel like ours is extremely critical and had ensured that we are available across all major platforms right from launch. With digitization, we are now available in all the regional digital platforms too.

     

    What plans for the year ahead?

    We will build on our franchises like Big Memsaab, KJSS, Big Fame Star and also venture strongly into the fiction space. You will hear of some exciting new announcements shortly.

     

  • The campaign across 38 cities in DAS Phase II is aimed at empowering consumers with information on digitization and distribution partners with the opportunity to strengthen brand equity

    RBNL launches ‘Choose Your Set Top Box Wisely’ campaign

    By A Correspondent

     

    As India gears for phase II of digitization, positively affecting a population of more than 50mn+ Indians across 38 cities of the country, Reliance Broadcast Network has launched ‘Choose Your Set Top Box Wisely’ consumer awareness campaign across 38 cities in DAS Phase II. The 12-week campaign launched on April 1, has been designed to empower consumers with information on digitization. Simultaneously, it also offers distribution partners an excellent opportunity to strengthen brand equity. The 12-week campaign will see an extensive multi-media marketing push with the help of RBNL’S marketing muscle and expertise and will be promoted across the platforms of television, radio, cinemas, digital, outdoor, on ground and road shows.

     

    Currently, RBNL distributes 8-channel television bouquet catering to different markets in the country. The campaign will play in both the Hindi and English language, based on the cities and audience. With different channels leading the campaign in different markets basis priority, the campaign will be primarily led by the BIG CBS Channels -Prime Hindi and Love; Big Magic and Big RTL Thrill and Spark Punjabi across the Hindi speaking markets of Uttar Pradesh, Maharashtra, Madhya Pradesh, Gujarat, Bihar and Jharkhand and Punjab. With FM presence in 24 out of the 38 markets, the brand plans to leverage its local connect.

     

    Tarun Katial

    Speaking on the new campaign, Tarun Katial, CEO, Reliance Broadcast Network said, “We are excited to launch this campaign deeper into India. After its success in the 4 metros, we are now ready to reach out to 38 cities, educating consumers on the opportunities of digitization and the choices available to make an informed decision. Our multi-media campaign promises to benefit all stakeholders who are part of the value chain.”

     

  • RBNL's Big Magic has announced a strategic distribution tie-up with Telus and Cogeco

    Big Magic International strengthens reach in Canada

    By A Correspondent

     

    Big Magic International (BMI), part of Reliance Broadcast Network Ltd. (RBNL), has announced a strategic distribution tie-up with Telus and Cogeco, providing the largest coverage in Canadian markets. This additional distribution sees BMI gain a stronghold in Canada. Having launched in 2012, with Ethnic Channels Group (ECG) as its exclusive distribution partner, the channel is now present in 5 of the 6 platforms, across GTA, East and the West Coast.

     

    With this move, BMI reaches out to the South Asian diaspora living across the length and breadth of Canada, with the extremely popular shows like Rasoi ki Rani and Big Memsaab Season 6, already huge hits locally in India. Also planned in the pipeline are local shows targeting youth and a business show on the success stories of Indians in Canada.

     

    BMI is the first variety entertainment channel to connect with the Indian community in Canada.

     

  • The company reported total income of Rs 73.2 crore and reported the highest ever revenues for radio at Rs 51.7 crore

    RBNL announces quarter results

    By A Correspondent

     

    Reliance Broadcast Network Limited, a Reliance Group company, has announced its un-audited financial results for the quarter ended December 31, 2012. The company’s board of directors approved the financial results at their meeting on February 9.

     

    The company reported total income of Rs 73.2 crore and reported the highest ever revenues for radio at Rs 51.7 crore. The company’s television business also delivered healthy growth with revenue at Rs 11.7 crore. Both radio and television businesses consolidated their leadership positions delivering robust revenue growth and tight control over costs. EBIT excluding TV business was positive at Rs 4.8 crore.

     

    Tarun Katial

    Commenting on the performance, Tarun Katial, Chief Executive Officer, Reliance Broadcast Network Limited, said, “Reliance Broadcast has delivered impressive results in both radio and television businesses, with radio recording its highest ever revenue quarter. The television business has reported significant growth in revenue and reduction in carriage, reaping benefits from digitization, and a well crafted business strategy. We are on track to deliver improved margins, and build reach and value in the long term.”

     

  • Reliance Broadcast Network has launched Big RTL Thrill And Big Magic on Ditto TV, India's first 'Over-The-Top' TV distribution platform

    RBNL launches Big Thrill, Magic on Ditto TV

    By A Correspondent

     

    Reliance Broadcast Network (RBNL) has announced the launch of their channels Big RTL Thrill and Big Magic on Ditto TV, India’s first Over-The-Top (OTT) TV distribution platform offering live TV and on demand content on mobile phones, tablets, laptops, desktops, entertainment boxes and connected TVs.

     

    This is a next step ahead for the channels to engage with audiences through the digital platform, in addition to the traditional television medium. The tie-up also offers video-on-demand content.

     

    Sunil Kumaran

    Sunil Kumaran, Business Head, Language TV, Reliance Broadcast Network said, “Around the world and in India, digital media has transformed the way consumers perceive and consume entertainment. The immense penetration of the internet and the growing number of smart televisions and internet-enabled mobile devices are stimulating demand and we believe this will transform into a very significant viewing platform in time. Ditto TV is a promising new distribution tool and we are pleased to launch our channels through the platform. We are confident that it will help expand our channel offerings and reach.”

     

     

    Vishal Malhotra

    Commenting on the alliance, Vishal Malhotra, Business Head, New Media at Zee Entertainment Enterprises Ltd said, “This partnership with Reliance Broadcast Network spells a momentous occasion for Ditto TV ensuring that we continue to delight our customers across the world with rich, premium and quality content, anytime, anywhere. Ditto TV will continue to drive innovation in this sector, thereby consolidating our position as a pre-eminent OTT distribution platform worldwide. We are extremely proud of this partnership with Reliance Broadcast Network and are confident that our customers will enjoy the variety that it brings to the Ditto TV offering.”

     

    Ditto TV, as an application, is available on leading application stores such as Apple App Store, Android Market, BlackBerry Application World and Intel AppUp. Ditto TV’s prepaid cards are also retailed at high-footfall outlets like Croma and Vijay Sales with whom Ditto TV has entered a distribution alliance. For Windows and Mac PCs the app can be downloaded from www.dittotv.com.

     

  • Advertisers at L’Oreal, Nokia, Samsung, M&M and Vodafone jostling for ad spots on popular comedy programmes

    Advertisers serious about backing comedy

    By Vijaya Rathore

     

    Laugh and the viewers -and advertisers – laugh with you. That’s a formula working like a charm for broadcasters who are riding on the increasing popularity of comedy programming.

     

    And with a record 151 million people watching comedy shows on Hindi general entertainment channels in the first 10 months of 2012 -as per data from TAM Media – marketers at Procter & Gamble, L’Oreal, Nokia, Samsung, M&M and Vodafone are jostling for ad spots on a variety of standups and sitcoms on Hindi, English and even regional entertainment channels.

     

    Popular shows like Comedy Circus now sell on a par with primetime soaps, pulling in as much as Rs 2.5 lakh for a 10-second spot. The year-old Comedy Central channel, which has 150 advertisers on board, is developing local content and is expanding its network beyond the top seven cities of the country.

     

    According to TAM data sourced from a broadcaster, the comedy genre was the second-largest contributor to ratings, after action/thrillers between week 49 and week 52 in six metros. Among English programmes, half of the top 10 shows were comedies in seven metros in this period.

     

    These include comedies like Everybody Loves Raymond, Last Man Standing and How I met your Mother.

     

    Reliance Broadcast Network, a part of the Anil Ambani-led Reliance Group, is working on producing Prime Nights, a stand-up comedy property. The company is currently engaged in discussions with sponsors. “We will do onground events and televise them in order to reach out to a larger audience,” says Tarun Katial, CEO, RBNL, which has a joint venture with BIG Studios. Says Abraham Koshy, professor at IIM-A: “The audience may enjoy seeing others’ sorrows on national TV, but such programmes may not be popular in terms of brand association. Brands prefer to associate with happiness.”

     

    “Every brand wants to get associated with comedy,” adds Rohit Gupta, president network sales, MSM India, which has channels like Sony Entertainment, SET Max and SAB TV in its bouquet.

     

    SAB TV is a Hindi channel focused entirely on comedy, and Sony TV has Comedy Circus, a reality-based stand-up comedy show that is one of its most popular programmes. Comedy Central, the English entertainment TV channel owned by Viacom18 Media, which completes a year this week, has done “exceptionally well”, according to business head Ferzad Palia. “The channel is expected to break even much ahead of the original business plan on the back of strong advertising and subscription revenues,” adds Mr Palia without sharing financial details.

     

    Endemol India, which was the one of the first production houses to bring in stand-up comedy shows on Indian television about eight years back, is experimenting with formats such as comedy panel game shows and sitcoms.

     

    “We plan to bring in new formats to India in line with the international markets that have popular comedy game shows and sitcoms. Talks are on with broadcasters,” says Deepak Dhar, chief executive, Endemol India, adding, “This is a staple diet for Indian audience.” Endemol boasts of shows such as Bigg Boss, Laughter Challenge, Fear Factor – Khatron Ke Khiladi, Jo Jeeta Wohi Super Star, Wipeout and Chottey Miyaan.

     

    Advertisers for their part have a sound reason for associating with the comedy genre.

     

    “When consumers are watching content in a good or happy state of mind, the message is clearly more effective. Comedy shows are often watched by families which helps a lot of brands get the message across in the right way to the right set of audience,” says Alok Bharadwaj, senior vice-president at Canon India. TAM data indicates that comedies are most popular with kids (between 4 and 14), the 15-24, 35-44 and 45-54 age brackets, which pretty much covers most of the Indian demographic.

     

    According to media planners, comedy attracts advertisers from automobile makers to financial services providers and from shampoo brands to telecom companies.

     

    According to Hiren Pandit, managing partner with media-buying agency Group M, brands that use the humour element in their advertising prefer to ride on comedy. “However, brands cannot survive purely on the back of one genre and should plan the media mix diligently,” he adds.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

     

     

  • BIG RTL Thrill, the action entertainment channel targeted at male audiences with the tagline Action Ka Baap, has opened to a phenomenal response among male audiences in Uttar Pradesh as it opened at 11.59 GRPs

    UP men Thrilled by Big RTL’s action channel

    By A Correspondent

     

    Big RTL Thrill, the action entertainment channel targeted at male audiences with the tagline Action Ka Baap, has opened to a resounding response among male audiences in Uttar Pradesh, with 11.59 GRPs. The channel displays high male affinity ahead of established regional and national players in the market as per the TAM ratings (Week 51, CS 15-44 SEC N, UP ALL).

     

    With a majority of television channels showcasing content that is targeted towards women, Big RTL Thrill addressed the need for a male-oriented channel with a choice of international action content dubbed in Hindi from around the world. Key shows on the channel include Fear Factor…Darr Se Takkar, Cobra 11…Highway Ke Rakshak, and Criss Angel…Magic Ya Sach which have emerged as the top-rated shows.

     

    According to the data, the channel enjoys a better TSV of 18.99 in Uttar Pradesh which is greater than that of the competing channels in the region. Big RTL Thrill has a comprehensive and deep distribution coverage available over 200 major analogue and digital cable platforms in UP and on the Reliance Digital TV network combined with an extensive marketing campaign executed for the channel’s launch. This has resulted in an overall reach of 1153 million households, 586 from UP 1+.

     

    Sunil Kumaran

    Speaking about the channel’s opening, Sunil Kumaran, Business Head – Language TV, Reliance Broadcast Network Limited (RBNL), said, “We are very excited about the phenomenal response which the channel has received in its first two months. Our content mix, handpicked from across the globe, along with our massive integrated marketing campaign, has made the channel a hit with male audiences in the market. With a variety of new shows in the offing and Phase II of DAS also on the anvil, we are confident that Big RTL Thrill will find a better connect with a larger audience base across larger geographies.”

     

    Big RTL Thrill is a joint venture between RBNL and leading European Entertainment Network RTL Group.

     

  • Reliance Broadcast Network Ltd in association with Star India have announces the third edition of the 'BIG Star Entertainment Awards' which will be aired on December 31, 2012

    RBNL and Star to usher in 2013 with 3rd ‘BIG Star Entertainment Awards’

    By A Correspondent

     

    It’s the season of awards and Reliance Broadcast Network Ltd in association with Star India have announces the third edition of the ‘BIG Star Entertainment Awards’.

     

    The Awards will feature 31 categories, winners for which will be selected through online and SMS votes sent in by 92.7 BIG FM listeners and Star Plus viewers. The awards night is scheduled for December 16, though the show, which clocked in 6.8 TVRs on Dec 31, 2011, is scheduled to be on air on December 31, 2012.

     

    Tarun Katial
    Nikhil Madhok

    Speaking on the announcement, Tarun Katial, CEO, Reliance Broadcast Network Limited said, “The unique format of BIG Star Entertainment Awards has clicked with audiences as an exceptional usher in to their New Year!”

     

    Said Nikhil Madhok, Senior VP Marketing, Star Plus, “New Year’s eve is a special night that all families like to spend together. Star Plus is back with the 3rd season of BIG Star Entertainment Awards which promises to be a great opportunity for families to bond and bring in the New Year.”

     

  • Reliance Broadcast Network Limited (RBNL) has announced the launch of a Multiple Media Customer focused campaign across its bouquet of English and regional channel offerings

    Reliance Broadcast launches new multiple-media campaign

    By A Correspondent

     

    Reliance Broadcast Network Limited (RBNL) has announced the launch of a Multiple Media Customer focused campaign across its bouquet of English and regional channel offerings. This campaign, targeted at key marketing decision makers, media planners and buyers, aims to demonstrate the unique advantages of leveraging the different channels in the RBNL bouquet. While RBNL’s joint venture with CBS Studios International – the Big CBS Network – has announced ‘The Choice is Obvious’ campaign, it’s regional offerings – including Big Magic and Spark Punjabi are also executing similar campaigns to reach out to their relevant customers.

     

    The Big CBS Network’s ‘The Choice is Obvious’ campaign highlights key entertainment options available across the network, like American Idol, The X Factor USA, India’s Sexiest Bachelor Season 2, Bridelicious and International Music Favourites among others, which pose as ideal platforms for marketers to showcase their respective brands to the urban elite.

     

  • Reliance Broadcast Network Limited (RBNL) has announced the appointment of well-known chef Rakesh Sethi as the Network Culinary Head, with the colloquial title of Big Chef

    Rakesh Sethi adds spice to Reliance Broadcast Network

    By A Correspondent

     

    Reliance Broadcast Network Limited (RBNL) has announced the appointment of well-known chef Rakesh Sethi as the Network Culinary Head, with the colloquial title of Big Chef. Chef Sethi is all set to take audiences of the Reliance Broadcast Network across radio and television, on a culinary journey that will include sharing recipes, updates on food, chats with prominent personalities, advice on diet and nutrition, and so on.

     

    Chef Sethi will present a special segment each day on 92.7 BIG FM between 1 and 2pm across the 31 Hindi-speaking markets, where audiences can look forward to tips on creating exciting recipes. He will also offer useful information on the nutritional aspects of food and how to retain them while cooking. There will also be a ‘Food Trivia’ section with listeners where he will share fun and interesting tips.

     

    Chef Sethi will also feature as a part of Big Memsaab on Big Magic and Big Punjaban on Spark Punjabi. On these shows, Chef Sethi will act as a mentor to contestants, leading them through the competition and also hosting special workshops with them. Additionally, he will also present a special family reality series on both channels called Saas Bahu aur Swad wherein he will pit the saas against her bahu as they both cook their best dishes in an attempt to win over the men of the family – who, in a blind tasting, will choose the woman who is the master of the kitchen!

     

    Commenting on his appointment as Big Chef, Rakesh Sethi said, “I am delighted to have come on board the network of Reliance Broadcast, which is known to reach out to audiences in new and exciting ways, across multiple platforms. Together, we will share and celebrate our country’s love for good food that is such a central part of the life and culture in India. I look forward to working with the team and creating, producing and distributing an assortment of offerings that meet the taste buds of Indian audiences.”

     

  • Aimed at empowering consumers to make an informed decision, Reliance Broadcast Network Ltd partners with operators to provide increased visibility through multi-media marketing campaign

    RBNL launches ‘Switch To’ campaign in run-up to digitization

    By A Correspondent

     

    With October 31 fixed as the D-Day for Digitization, Reliance Broadcast Network is all set to make the most of it with its new campaign titled ‘Switch To’. The campaign is designed to create enormous awareness amongst target audiences – to ‘Switch To’ the right service provider who can offer best value basis individual’s entertainment needs. The campaign also provides operators an effective tool to reach out through the marketing muscle and expertise of RBNL’s mediums across television, radio, on-ground, digital and outdoor, to gain increased visibility through this multi-media campaign.

     

    ‘Switch To’ launches on the back of earlier ‘Choose Your Set Top Box Wisely’ campaign that has been tailored to increase awareness and empower consumers with adequate information. The first phase of this campaign will be led across four metros: Delhi, Mumbai, Bangalore and Kolkata via BIG CBS Network’s key shows such as America’s Got Talent, The X Factor and American Idol.

     

    The campaign also aims at offering operators an excellent marketing campaign to strengthen their brand equity and gain optimally from the eminent revolution.

     

    Anand Chakravarthy

    Said Anand Chakravarthy – Business Head, BIG CBS Networks, “Digitization is an imperative step for the growth of the broadcast sector in India. While we have technologies available to improve efficiencies of broadcasting across the value chain, the lack of adoption from consumers slows the growth of the industry. This campaign enables consumers to Switch To the provider that meets their requirements, while at the same time offering the operators with an effective marketing campaign to partner with. Together, we are confident, we can bring about the much-needed Switch!”