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RBNL forays into Canadian market with Big Magic

To provide mix of entertainment and infotainment for the large South Asian diaspora

BestMediaInfo Bureau | Delhi | June 22, 2012

Reliance Broadcast Network (RBNL), which has a bouquet of seven TV channels, has expanded its reach to international markets with the launch of Big Magic International in Canada. Building on the brand lineage of its recently launched Big Magic channel in India, RBNL has tailored the channel on the basis of close mapping of the entertainment preferences of the sizeable South Asian diaspora in Canada.

The channel is positioned to offer audiences Indian entertainment shows and daily business news from Bloomberg UTV. Big Magic International is designed to be an all-inclusive and absolute package which doesn’t currently exist in this market. The channel has partnered with Ethnic Channels Group (EGCL), a Canada-based television broadcasting, distribution and communications company specialising in multicultural television channels for the North American market.

Big Magic International’s programming will include a mix of daily sitcoms, shows on varied genres ranging from socio-mytho and dramas to crime. Some of the key shows drawn from Big Magic India include Hum Hai Bajrangee, Police Files, Nadaaniyaan and Hasya Panchayat, and reality shows like Big Bal Kalakaar and Big Memsaab. It is a well known fact that religion holds a very special place for Indians abroad, and to cater to this need the channel will provide viewers direct access into the sanctum of religious shrines across religions.

The channel will also draw from RBNL’s intellectual property vertical’s televised award shows providing high entertainment doses from across India, such as India’s Sexiest Bachelor, India’s Glam Diva, I Love Style, Big Hindustan Rising Star Awards, Big Hindustani Music Awards, Big Bangla Music Awards and more.

A core USP of the channel will be three fresh, 30-minute updates each day with the latest news from the Indian capital markets, coming straight from a credible source like Bloomberg UTV - India.

Tarun Katial, CEO, Reliance Broadcast Network, said, “We are happy to reach out to the Canadian market with Big Magic International which has been designed to fulfil the need gaps in the infotainment genre for South Asian audiences there. The channel will bring an increasing variety of fresh and relevant programming to viewers which will include not just entertainment but also daily business updates from India. With this move, we are optimising the use of our robust and extensive content library to reach out to both viewers and marketers in the Canadia market.”

“With our continued expansion into new genres, these channels are a welcome addition to the ECG family” said Slava Levin, Co-founder and CEO of Ethnic Channels Group.

Big Magic International will be available to Rogers Digital Cable customers on Channel 840 and to Bell Subscribers on Channel 726.

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