Jan 28, 2009

Business - Reliance Big Entertainment not ready to test waters yet

Sapna Nair

Reliance Big Entertainment, the media and entertainment arm of Reliance Anil Dhirubhai Ambani Group (ADAG), had planned to launch its first few channels by late last year. But the network is not ready to test the waters yet. The plan was to launch 20 channels in all including regional, in a phased manner. Some of the genres that will be tapped are kids’ entertainment, music, movies, news and general entertainment.

A senior executive within the company agreed that there has been a delay in the launch and that the plan has been put on hold at the moment. “But the rumours doing the rounds that the plans have been shelved till 2011 is rubbish,” the source states.

Apparently, the company is cautious about the market conditions and with a roll-out plan as massive as this one, and the huge investments incurred, they want to play it safe. “Look at what has happened to the channels that launched last year. While some are up for sale, the others are struggling. Our stand, of waiting for the right time, is vindicated” the source observes, adding: “We can’t be seen as half-heartedly entering into this business. We are better off today not having launched."

No decision has been made yet on a specific launch date.

Meanwhile, a new vertical has been created within Reliance Entertainment which has teams which will undertake marketing of movies, media planning and designing their creative promos. The vertical has been created to consolidate its movie division and is pitching for businesses.

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