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.
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.