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BIG MAGIC strengthens its programming line up

The entertainment channel for Hindi heartland launches two new shows in humor and children’s genres

BestMediaInfo Bureau | Delhi | October 12, 2011

BIG MAGIC, the entertainment Channel for the core Hindi heartland from the Reliance Broadcast Network stable, featuring locally relevant entertainment around Humor, Reality, Music & Bollywood has added in new magic to its programming. True to its promise to deliver variety entertainment relevant to different target groups, beginning October 10th BIG MAGIC will feature special bands, pumping up its humor quotient as well as programming for children.

2 shows for children Super Sunny and Junior G will be launched on early evening slots 5.30 to 6.30 pm, a slot that commands high viewership amongst children. This is closely followed at 7:00 pm by Tu Tu Main Main – the iconic Saas Bahu comedy serial and at 7.30 pm the India premier of Naadaniyaan – a sitcom which is sure to leave the heartland in splits. On weekends the channel will also feature Zabardast Wrestling a fun and highly entertaining sports show. These new additions to the programming lineup, promise to enhance appeal for the channel and build on its current leadership position.

The new shows are being promoted through an aggressive multi media campaign, featuring TV, Radio, OOH, Print, Digital, Cable, Cinema across the Hindi Heartland to ensure that audiences quickly sample these new offerings on the channel.

Speaking on the new programming, Anand Chakravarthy, EVP Marketing RBNL & Business Head, BIG MAGIC, said, “We have already received phenomenal response to the channel, taking it the No. 1 position in the heartland. The new programming will further strengthen our position in the market as we stand by our promise of offering variety entertainment to our audiences. Children account for a high viewership base on television and certain bands are dominated by the 4-14 year-olds, which led us to offer specific shows for them. Given the high affinity for comedy amongst 15+ audiences, we are also introducing new shows in relevant time bands to cater to this group. We are confident that audiences will enjoy this content, and marketers will see even greater value in associating with the brand.”

BIG MAGIC is distributed across all cable operators across the states of UP, MP and Bihar and spread across the likes of DEN, Digicable, WWIL, Hathway, Darsh and Maurya amongst others, reaching over 1.4 crore viewers on an average over 4 weeks, in the heartland. The Channel is placed on S-band, ensuring the channel is among the first 30 channels on the television sets, placed among the top Hindi GEC’s.

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