Real Global Broadcasting to launch 'Real' on March 2

Televisionpoint.com Correspondent | Mumbai
Real Global Broadcasting (RGB), the 50:50 joint venture between Turner International India and Alva Brothers Entertainment, will launch its new Hindi general entertainment channel (GEC), Real, on March 02, 2009.

Real will be the 13th entrant in the Hindi GEC genre and is targeted at the age group of 14-34, men and women. The channel can be downlinked from IntelSat-10, 68.5 Degree East, and will be a digitally encrypted pay channel. Turner, which already has a distribution joint venture in India, Zee Turner, will pitch in with distribution support, which will give Real easy access to cable and satellite homes.

Sunil Lulla, director, Real Global Broadcasting, said, "Real will start with a dynamic blend of fiction and reality shows. Our channel is a smart, fresh and distinctive Hindi entertainment channel for the Neo-Indian who is the urban oriented, outward looking and progressive Indian seeking an alternative, which is not the current stereotypical. Our shows are a vivid testimony of the distinctive offering we have for the Indian viewer."

The positioning of the channel will be 'Real People, Real Stories and Real Entertainment'. Initially, the channel will have three hours of original programming and will also focus on movies. Some of its shows include Sarkar Ki Duniya, Vicky Ki Taxi, Hindi Hai Hum and Poker Face.

Media buyers point out out that Real will be going in for some big-ticket programming backed by big prize money to lure the viewers. This strategy is in line with Colors, the Hindi GEC from Network 18, which has become number two in its space within six months of its launch.

The Hindi GEC space is crowded as it the largest in terms of both advertising as well as viewership. A third of the total television advertising of Rs 9,000 crore flows into Hindi GECs, while advertising in both English and Hindi news channels is slowing, it continues to growth for GECs.

Turner International India is the arm of Turner Broadcasting System that manages the sales and marketing of Turner's news and entertainment services in India and South Asia.

Alva Brothers are the promoters of Miditech, a production company that creates programming for various broadcasters in the region.