RBNL to launch Bhojpuri channel on January 21

Aims to strengthen regional markets reach by extending Big Magic lineage with Big Magic Bihar and Jharkhand. Channel to create 360-degree consumer engagement platform for marketers

BestMediaInfo Bureau | Mumbai | January 14, 2013

After successfully establishing itself as a strong regional player in Central India with its channels Big Magic and Big RTL Thrill, Reliance Broadcast Network is now looking at further strengthening its foothold in the regional markets with its new Bhojpuri channel – Big Magic Bihar and Jharkhand. According to informed sources, the channel is set to be launched on January 21, 2013.

The channel will reach audiences not only across the larger markets of Dhanbad, Muzaffarpur, Gaya, Bhagalpur, Arrah, Jamshedpur and Ranchi, it will also penetrate deeper into the Tier II and III towns making for unparalleled reach to the smallest towns in Bihar and Jharkhand.

The first look of the channel was unveiled by Bhojpuri superstar Ravi Kishan who comes on board as the host of 'Police Files'.

Ensuring robust reach, the channel will be distributed across 80 networks of the region, reaching 77 towns across Bihar and Jharkhand. It will be also distributed across local cable networks like Maurya, DEN, Darsh, etc., and will also be available on Reliance Digital TV.

While names of several shows from the mother channel, Big Magic, will be extended to the new channel, its content will be in the local dialect of Bhojpuri with fresh production relevant to the region. Some of these shows include 'Police Files' with Bhojpuri superstar Ravi Kishan, 'Pyaar Ya Dehshat' with folk singer Malini Awasthi, superhit Bhojpuri films, Bhojpuri music shows like 'Magic Top 20', popular reality show 'Big Memsaab', upcoming youth talent hunt 'Big Fame Star' and another unique property called the 'Big Annual Kids Talent Awards'.

Big Magic Bihar and Jharkhand is poised to become the entertainment destination for a cross-section of the 25-44 M/F, Sec ABCD audience.

While the channel will have a natural edge from the already established Big Magic brand, it will also get speed to market from RBNL's radio network 92.7 Big FM. Radio and television are a proven media combination that delivers greater reach and impact for brands.

Speaking at the launch of Big Magic Bihar and Jharkhand, Sunil Kumaran, Business Head, Regional TV, Reliance Broadcast Network, said, “Big Magic Bihar and Jharkhand is RBNL's first foray into the Bhojpuri entertainment space. We believe there is tremendous potential in the regional markets and it is emerging markets like Bihar and Jharkhand which are delivering enormous growth both in terms of audience maturity as well as marketers' increasing demands to reach these markets. We are confident that the deep engagement and impactful properties which will be aired on the channel will result in better cost efficiencies making for unmatched returns on media investments.”

Bhojpuri superstar Ravi Kishan said, “I am very excited to be a part of the Big Magic Bihar and Jharkhand family for their crime show Police Files. Having worked in Bhojpuri films, I understand the significance of having a Bhojpuri channel which will feature the local flavour. I am sure that my fans will enjoy watching me on Police Files and will make it the No.1 show in the region.”

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