MxMIndia

Tag: Sunil Kumaran

  • Big RTL Thrill, the Reliance Broadcast Network and RTL Group jv, has announced its English feed which is set to launch with much fanfare (and a Rs 5 crore promotional budget) on June 12

    Big RTL Thrill now in Hindi and English

    By A Correspondent

     

    Big RTL Thrill, the joint venture channel between Reliance Broadcast Network and the RTL Group, has announced its English feed, beginning Wednesday, June 12 across key Hindi-speaking markets. Targeted at the 15-44, SEC Males, the channel will now be available in dual feeds of Hindi and English.

     

    Commenting on the addition of the dual feed, Tarun Katial, CEO, Reliance Big Network, told MxMIndia: “We are also very excited about launching the English feed for BIG RTL Thrill which is seeing excellent traction amongst male audiences. We are confident of our channel mix, both on the English as well as the regional side, which are poised to optimize from digitization, as we steadily expand our presence across the 1mn+ markets.”

     

    Added Sunil Kumaran, Business Head, Regional TV, Reliance Broadcast Network, “With this latest development we intend to emulate the same success that we have achieved in Hindi-speaking markets. We have chosen the content as per our viewers’ penchants and preferences and are confident it will work. With the dual feed, 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 relevant male audience base, proving to be the best possible choice for marketers wanting to reach out to this desirable audience.”

     

    Backed by the success in Uttar Pradesh, the channel has also recently announced its foray into the key markets of Mumbai and Delhi and now reaching over 17 mn households across the country. With the dual feed, the channel hopes to reach 29 million male audiences 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+.

     

    The English feed of Big RTL Thrill will see a major launch across media. The promotional budget is said to be in the vicinity of Rs 5 crore, this includes advertising on RBNL channels and radio stations. Big RTL Thrill is available across DTH and Digital platforms of Reliance Digital TV, Digicable, Siti Cable, In cable, Hathway Digital, 7 Star Cable, JPR Global Satellite, Star Broadband and others.

     

  • 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.

     

  • 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.

     

  • The stage is set for the launch of Big Fame Star, a reality show that will showcase talent from India's hinterland

    Big Fame Star set for take-off

    By A Correspondent

     

    The stage is set for the launch of Big Fame Star, a reality show that will showcase talent from India’s hinterland. Big Magic and Spark Punjabi, the regional general entertainment channels from RBNL are all set to roll out promotional activities and initiatives leading to the launch of the show.

     

    To be flagged off in the second or third week of January 2013, the show will offer the youth a platform that has never been attempted before in these markets.

     

    Elaborating on the concept behind the initiative, Sunil Kumaran, Business Head – Language TV, Reliance Broadcast Network Limited said, “Big Fame Star is a fairly large initiative from our end that is concentrated around Punjab and central India comprising UP, MP and Bihar. This is a proposition from our end to provide a platform to the youth from these regions to come and showcase their talent like singing, dancing, acting etc wherein they have spunk in them to become a big star.”

     

    On the unique distinction that this initiative seeks to offer, Mr Kumaran said, “What is unique about this show is that we are going fairly deep into the region and not just staying on top of the surface with cities like Kanpur, Lucknow etc. If you look at the space that we operate in – Big Magic in central India and spark Punjabi that operates in the Punjab region, our philosophy has always been to be strongly rooted with a good understanding of local insights and nuances. A show like Big Memsaab that we did recently is one such example that was centered around these markets and which received fantastic response from the masses as well. In fact it was the highly rated show, according to ratings released recently.”

     

    Throwing light on how the initiative will pan out across verticals, Mr Kumaran said that while Big Magic will cater to audience in central India region, they would be running a parallel initiative in Punjab as well through Spark Punjabi. “While the concept will stay the same we will be doing the initiative in both the markets separately. We should be kicking off the initiative in the second or third week of January – call for entries, registration, promotion etc. This will be followed by other phases that this project will have to go through until it reaches the final stage. All in all, it would be a six-month-long activity that we have planned for the show. Also, we are a very large media entity spanning the mediums of radio, television, digital etc so we would be leveraging these mediums to create a salience for this initiative.”

     

    In fact the show has been garnering strong response from the marketing fraternity as well who are keen to play an integral part in these regions. Asserted Mr Kumaran, “A show like this is a good opportunity for brands as it allows them to penetrate into these new markets and also provides them an ability to actively engage with the youth from these markets. We are in dialogues with a few marketers and they have shown some good response towards the same.”

     

    Hopeful that the initiative will receive a good response, Mr Kumaran says that the goal going forward would be to keep identifying such need-gaps in these markets and keep catering to their needs. “Going forward we would be doing a lot of similar initiatives and also fictional shows which will be strongly related to the region. Currently we are focussing on existing markets but we would be getting into Bihar with a specific feed. We would be coming out with Big Magic Bihar in the current quarter. As we progress we would be looking at venturing into other markets as well.”

     

    Television actor Gurmeet Choudhary and actress Tisca Chopra will judge participants. Following the local auditions, 50 contestants from each region will be shortlisted to participate in the mega audition, and 16 finalists will be selected per region for the galas, with on-ground auditions to be held across 12 cities in Central India and 6 cities in Punjab.

     

    See also: http://www.mxmindia.com/2012/12/big-fame-star-provides-talent-opportunity-in-punjab-central-india/

     

  • 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.

     

  • Sunil Kumaran, Business Head, Language TV at Reliance Broadcast Network Ltd on why the decision to launch BIG RTL Thrill in Uttar Pradesh

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

    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.