RBNL enters regional entertainment space with Big Magic

Reliance Broadcast Network Ltd. (RBNL) has announced its entry in the regional entertainment space with its latest television channel Big Magic to be launched on April 4. The channel will be positioned as India’s only Channel exclusively for the core Hindi heartland, featuring locally relevant entertainment around Humor, Music and Bollywood.

Commenting on the launch of the new channel, Tarun Katial, chief executive officer, Reliance Broadcast Network Limited said, “The Hindi heartland represents 30% of India’s population and by far the most attractive and lucrative market for advertisers. This underserviced market, offers an excellent opportunity to offer audiences entertainment that is tailored to meet their preferences. Big Magic will quickly build a strong platform on the back of an excellent programming mix and leveraging our BIG FM’s brand lineage to help fortify its position rapidly.”

The television channel will feature a mix of long-form and short-form programming in the Humor and Bollywood space. There will also be defined blocks of music, in specific day-parts featuring a mix of music from across the years. 

The company informs that the channel will derive synergies with RBNL’s radio brand – Big FM, which operates 11 stations in the region. Big Magic will be distributed across all cable operators across the states of UP, MP and Bihar and spread across the likes of DEN, Digicable, WWIL, Hathway and others. The launch will be supported with a high decibel marketing plan including Outdoor, Mall Activation, play-out seeding in malls, radio, print and local cable.