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Big Magic aims to log into entire HSM market

Shifts focus from being a regional GEC in UP and MP player to a bigger national play, and has signed deals with distribution networks across Mumbai, Delhi, Kolkata, Bihar, Gujarat and Maharashtra

Big Magic aims to log into entire HSM market

Shifts focus from being a regional GEC in UP and MP player to a bigger national play, and has signed deals with distribution networks across Mumbai, Delhi, Kolkata, Bihar, Gujarat and Maharashtra

BestMediaInfo Bureau | Mumbai | July 19, 2013

Big Magic, the flagship general entertainment channel from the Reliance Broadcast Network (RBNL) stable, a regional player with focus on UP and MP, is aiming to take on a more national focus. It has signed distribution deals with leading networks to now engage with audiences across the Hindi speaking markets. With the deals signed with key cable and DTH networks across Mumbai, Delhi, Kolkata, Bihar, Gujarat, Pune and Nashik, the channel expects to reach to 123 million households across these HSM markets. The channel’s new partners include DD Direct, Airtel and Dish TV.

The channel was launched in April 2011 for the heartland of India. As Big Magic expands reach to a much wider base across HSM, the channel is also enriching the viewer experience through a host of new fiction shows. With a programming mix that includes an assortment of family dramas, crime shows, reality shows, cookery shows, game shows and weekend movies, its content mix promises to offer a refreshing new range of shows.

Sunil Kumaran, Business Head, Language TV, RBNL, said, “Over the last two years, Big Magic has built itself into a powerful regional brand with a loyal audience base. While this far we invested in building a strong brand, we are now ready to take it to its next level of growth and reach. The timing couldn’t be more perfect with phase II of digitisation pointing at an opportunity to reach our content to millions of Indians. Our robust distribution network and insight backed programming ensures we offer audiences an entertainment avenue that will resonate excellently with them.”

Big Magic will see an extensive multi-media marketing push backed by Reliance Broadcast Network’s own marketing muscle. Coupled with external media support, it will be promoted across television, radio, cinemas, digital, outdoor, on ground and road shows.

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