Anil Ambani's Reliance Broadcast Network Ltd, which signed an equal joint venture with Luxembourg-based RTL Group SA, is set to launch its first action entertainment channel, Thrill, this quarter.
RTL is part of Europe's largest media firm, Bertelsmann AG, and has a market cap of $15.5 billion (Rs 69,900 crore).
The company operates 40 television channels and 33 radio stations across 10 countries in Europe.
"RTL will launch two channels with multi-lingual content.
"The entertainment landscape in India is fairly female skewed with extremely limited options for male audiences.
"Our decision to launch Thrill is fuelled by two things --
"Second, action as an entertainment genre is largely restricted to movies but not yet exploited on entertainment channels," said Tarun Katial, CEO, RBNL.
Thrill would be distributed across the tier-I and tier-II cities in the Hindi speaking markets in the country.
The core viewers of the channel would be men in the age group of 15-44 years, who are action and adventure lovers.
The JV would also give RBNL access to RTL's library of content produced by its group production house, FremantleMedia Ltd.