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Big Magic launches 3 new shows this September

‘Raavi’ and ‘Mahi Sagar’ are fiction shows while ‘Nadaaniyaan’ is a comedy

BestMediaInfo Bureau | Mumbai | September 6, 2013

Big Magic has announced three new shows – two fiction shows, ‘Raavi’ and ‘Maahi Sagar’, and a comedy show, ‘Nadaaniyaan’.

Targeted at the 15- to 35-year-old SEC ABC females and males across Hindi-speaking markets, the shows promise to resonate well with today’s progressive audiences. The shows have been crafted after in-depth research with focus groups by an expert agency across key markets. Each programme showcases the progressive thoughts of emerging India and the fabric and tonality of the shows are designed accordingly.

The shows include:

Show name Descriptor Time
Raavi A witty, quirky story of a girl who grows up disguised as a boy in a Punjabi household, outwitting and challenging the norms Launches September 9: Mon – Fri, 7 PM
Nadaaniyaan A dialogue-based comedy which is largely an unexplored genre in Indian television. The story centres around a family of three – husband, wife and brother-in-law – whose conversations and situations promise to keep viewers in splits Launches September 9: Mon – Fri, 10 PM
Mahi Sagar A cheerful and carefree village girl pitted against a political heavyweight mother-in-law Launches this September: Mon – Fri, 7.30 PM

Big Magic has grown within a very short period of time to become a favourite among a larger audience beyond central India (which it was initially catering to). With its footprint expanding across HSMs, the new shows are aimed at a larger cross-section of audiences. With a larger viewer base to entertain, the channel is ensuring its programming is tailored to suit relevant entertainment penchants.

Sunil Kumaran, Business Head – Language TV, Reliance Broadcast Network, said, “The shows are designed to appeal to the sensibilities of the modern day audiences across HSMs. We developed these concepts basis extensive research and tested them thoroughly. The channel promises to offer a complete entertainment package.”

The shows will be marketed through a multi-media campaign with effective use of television, print, OOH and digital. The marketing campaign is focused on innovations as it will help in creating the required noise.

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