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Big Magic turns to crime; announces new show ‘Pyaar ya Dehshat’

Aimed at Central India, the show on regional channel will debut on August 27

BestMediaInfo Bureau | Delhi | August 1, 2012

The regional general entertainment channel for the Hindi heartland of Uttar Pradesh, Madhya Pradesh and Bihar from Reliance Broadcast Network – Big Magic – is set to increase its crime content on the channel with the launch of ‘Pyaar Ya Dehshat’. The show is backed on the stupendous response of its crime show – ‘Police Files’.

‘Pyaar Ya Dehshat’ would go live from August 27 on Monday-Thursday band at 10pm. The half-hour show aims to uncover crimes of passions sparked by spurned lovers. The show is designed to showcase the darkest side of love with a voyeuristic view into the fixation, obsession and desire that fuels some of the most irrational, yet meticulously planned crimes. The first season would feature 52 episodes.

Anand Chakravarthy, Business Head, Big Magic said, “We are launching this show on the back of our in-depth understanding of the market, and the success that our other crime show ‘Police Files’ has received. Crime is a big issue in this region, especially crime committed by youth, and that too when it comes to love,”

He further added, “The show is a result of detailed understanding of the increasing crime cases in the region - against the backdrop of love relationships. It is an outcome of a detailed consumer insight mining,  which indicates high affinity of audiences to consume content based on the pegs of crime and love. The show has been designed to feature one story per episode, without revealing the identities of the characters and real life cases will be excellently dramatised to tell the most shocking and outrageous stories.” The show is targeted at the youth of 14+years, and will be anchored by Nausheen Ali Sardar and Anuj Saxena. Chakravarthy said that apart from bringing the maturity to the show, the anchors would also counsel the youth in the show.

With a holistic marketing plan that would go live over next two weeks, ‘Pyar ya Dehshat’ would invite stories from youth and feature it on the show, thus, making the show relevant and authentic. The anchors would leverage the Big 92.7 FM platform to counsel the youth. The same thing would be initiated on Facebook to make the show interactive and relevant. Apart from this, the traditional media would also be heavily used.

“Our prime time shows consistently rank amongst the top shows in the region, providing advertisers with an ideal platform to create greater impact in this region. The Channel derives huge synergies with RBNL’s already well established radio brand – 92.7 BIG FM, the leading radio network in this region. We are confident of the show doing exceedingly well and offering unparalleled entertainment to audiences while delivering incomparable value to advertisers,” Chakravarthy said in a positive note.

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