Ribs are known to enhance the heat transfer between the energy-carrying fluid and the heat transfer surfaces. One effect of surface roughness is to increase momentum transfer and flow resistance. An experimental investigation of forced convection heat transfer in a rectangular channel with perforated ribs is presented. Measurements are carried out for a rectangular channel, rib transverse pitch (S) to transverse rib height (e) ratio of S/e=12.0, and a rib height (e) to channel height (H) ratio of e/H= 0.1. The convective fluid was air, and the Reynolds numbers considered for the channel flow case range from 5375 to 36362. The aim of the work was to study the effect of the thermal performance of the ribbed channel. The heat transfer results were obtained using an infrared thermal imaging technique. The heat transfer results of the perforated ribs are compared with those of a smooth plate. The presence of perforated ribs produces higher heat transfer coefficients than the smooth plate surfaces. Results show a 34.1% increase in heat transfer due to the use of ribs. These perforated ribs show a more significant increase in heat transfer coefficient for channel flows