Turner-Alva JV rolls out 'Real'

Real Global Broadcasting (RGB), a 50:50 joint venture between Alva Brothers Entertainment and Turner International, has made a foray into Indian GEC space with 'Real', its Hindi entertainment channel due to roll out in March 2009.

Targeting 'Neo Urbans' defined as 15-34, SEC ABC, urban, ambitious, outward looking people, 'Real' positions itself as a channel that has 'real stories, real people, real excitement, real entertainment'. "The channel we are looking to create will have a mix of fiction and non-fiction programming across the week that is relatable and not stereotypical," said Sunil Lulla, director, RGB. "We will treat our male viewers with respect and not ignore their viewing needs over the weekdays."

Giving a glimpse into a part of its three hours of original programming, 'Real' has unveiled two non- fiction and two fiction-based shows. The reality show, Sarkaar Ki Duniya, has an uncanny resemblance to the 'Survivor' series with 18 participants parked on an isolated island competing for the final prize money of Rs 1 crore. The channel has also acquired and adapted the international game/quiz show 'Poker Face' for the Indian audience. 'Vicky Ki Taxi' and 'Hindi Hai Hum' are the two fiction-based shows. "We believe every Indian is a celebrity and have stayed away from bringing on the already famous faces on-board," added Lulla.

Real will tap into Turner's existing distribution tie up with Zee to distribute the channel. It will be available across the country on cable systems and digital platforms. "We are aiming to reach 50 million viewers soon after the launch," said Lulla.

BBDO India has been roped in as Real's creative partner. The Omnicom subsidiary bagged the account without a pitch. OMD will handle the media duties. The logo, a green bug, has been designed by an Australia-based design house, Tactic Creatives. The marketing campaign is expected to break by mid-February.

Real, an interactive channel, has also launched its website www.realtelevision.in and the viewers can also connect through mobiles by SMS-ing REAL TV to 57007.

(pictured, left to right: Nikhil Alva, chairman, Alva Brothers Entertaiment and Steve Marcopoto, president, Turner Broadcasting System Asia Pacific)