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RBNL’s Big Magic International enters US market

To be available on Dish Network in the US; Mediamorphosis LLC is the exclusive ad agency for the US market

BestMediaInfo Bureau | Delhi | October 3, 2012

Within a quarter of Reliance Broadcast launching Big Magic International in Canada, the company, known for its speed to market and aggressive expansion, has just announced its entry into the USA. Big Magic International brings to the enormous South Asian diaspora in the US a channel that has been customised to ensure the perfect blend of variety entertainment, infotainment, and business news from India.

Designed to offer audiences the magic from India – the programming will feature entertainment shows from the extensive library of Reliance Broadcast Network (RBNL) and daily business news from Bloomberg TV India. The exclusive partnership with the largest DTH platform for the South Asian diaspora, Dish Network will ensure it reaches a sizeable and relevant audience base in the USA.

Big Magic International will be part of the Hindi Mega Pack on Dish Network in the US, which is hugely popular with subscribers. The channel will also be available as an a la carte channel by optimising Reliance Group synergies with Big Flix video-on-demand – which has an extensive library of more than 2,000 movies, including an exhaustive regional movie catalogue, catering to the large south Asian language groups, offering a combo service. Ensuring the best distribution and optimal reach, the channel will be available on dish network’s IPTV offerings through the Mega Pack.

With revenues coming from both subscription and advertisement sales, Big Magic International has appointed Mediamorphosis LLC as its exclusive advertising agency for the US market.

The programming on Big Magic International will ensure varied appeal with an eclectic mix of daily sitcoms, socio-mytho programmes, crime shows, dramas, and religious shows handpicked from Big Magic India. The channel will also showcase popular televised award shows created by RBNL’s intellectual property vertical. The channel will feature stand-up comedies, cultural quiz shows and will appeal across age groups.

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 Bloomberg TV India. The channel will also feature a special weekend feature show created around the Indian business world and investments in India, along with some of the key shows from the Bloomberg TV India stable which include the high rating shows ‘Assignment’ and ‘The Pitch’.

Making the announcement, Tarun Katial, CEO, Reliance Broadcast Network, said, “Backed by the success that Big Magic International has seen in Canada, we are excited to be entering the key US market. We have strategically activated all levers ranging from the product content, distribution partners and ad sales agency, after mapping the market to understand what it can deliver for us. We are confident of the channel resonating well with audiences, while offering an effective platform to marketers. We are progressing as planned with our international expansion and growth strategy and look forward to continuing to deliver value to all our stakeholders.”

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