MUMBAI: Big RTL Thrill, the joint venture channel between Reliance Broadcast Network (RBNL) and European entertainment network RTL Group, will launch on 5 November.

Big RTL Thrill is positioned as an action entertainment channel targeted at male audiences and has the tag line ?Action ka Baap? (Ultimate Action Destination).

Initially, the channel will go on air in Uttar Pradesh, featuring international content dubbed in Hindi. Phased expansion to other Hindi-speaking markets and the Saarc region (South Asian Association for Regional Cooperation which include the countries of Sri Lanka, Bhutan, India, Maldives, Nepal, Pakistan, Bangladesh and Afghanistan) will follow.

The channel will cater to what it says is a largely untapped market segment, with an entertainment mix developed by detailed sampling of content, focus group research and comprehensive market analysis.

The channel?s TG is male viewers aged 15 to 44. Its content will include reality shows, action series, wrestling, extreme sports, game shows and movies. Content has been acquired from production companies such as FremantleMedia, Endemol and Red Bull with key shows including Fear Factor, Cobra 11, Criss Angel, Wipe Out and Bay Watch. The line-up will also feature action films.

The channel will complement and provide synergies with the radio network 92.7 Big FM which has six stations in the state, along with its variety entertainment channel Big Magic. "This consolidates Reliance Broadcast Network?s position as a leading media platform in Uttar Pradesh, offering maximum focussed reach to marketers," the company said.

The channel will be marketed through a holistic multi-media campaign across television, radio, out of home, on ground, print and digital.

RBNL CEO Tarun Katial said, ?Big RTL Thrill comes as an answer to the Indian males? quest for action entertainment. The product is world class, served in Hindi, and has been designed to fill a clear void that exists in the market, ensuring high audience engagement. With the launch of this channel, Reliance Broadcast Network fortifies its standing in Uttar Pradesh, offering advertisers a robust and unmatched offering in the region, delivering exceptional value for their brands.?

RTL Group executive VP regional operations, business development CEE and Asia Andreas Rudas said, ?This is an exciting moment for us at RTL Group; it?s our first step into the Indian broadcasting market, which offers very promising growth opportunities. We will contribute our long-term broadcasting and programming expertise to BIG RTL Thrill ? with high-quality content targeting a clearly defined audience. The powerful combination with Reliance Broadcast Network will help ensure that BIG RTL Thrill becomes a strong new brand on the Indian market.?

Uttar Pradesh was a natural choice for the launch of the channel. It is home to India?s largest male population and the country?s second largest economic engine, contributing 8.05 per cent of national GDP. The Ficci report shows the region?s advertising market grew by 15 per cent during 2011, faster than the national average with the strength of local business segments helping to provide some insulation from the current economic slowdown.

"Residents of the region also demonstrate higher than average income and consumption patterns. This makes Uttar Pradesh an area of great interest for marketers and an excellent starting point for Reliance Broadcast Network and RTL Group?s Joint Venture channel; further phased expansion will follow," the company said.

"22 out of the top 30 movies on Hindi movie channels in the Uttar Pradesh market are action movies compared to the ratio of 17:30 in other Hindi speaking markets. Action and thriller shows are the second highest rating drivers for Hindi General Entertainment channels, next only to serials. Statistics also highlight that action and thriller shows are an under-served genre of content when it comes to regional channels targeted at Uttar Pradesh," the release added.

Big RTL Thrill is the seventh channel from RBNL. The others are Big CBS Prime, Big CBS Love, Big CBS Spark, Big CBS Spark Punjabi, Big Magic and Bloomberg TV India.

According to an official statement, Big RTL Thrill has tied up with Den Networks, Digicable, Siticable, Moon Cable, Sea TV and other independent operators. The channel has also teamed up with Reliance Digital TV across India, and is in the process of closing deals with other operators, the release added.