Big Magic has acquired the rights of Warner Bros sitcom ‘The Middle’ and is set to launch the Hindi adaptation of the show on the channel in June.
The show, which is based on a family of five that is dysfunctional with quirky and has over-the-top characters, is something which struck a chord with the channel and that is why it was decided to adapt it in Hindi, according to the channel. The show will be called ‘Tedi Medi Family’ and will be launched on June 8 at 8:30pm.
Ashwin Padmanabhan, EVP & Business Head, RBNL said, “The channel’s position is to bring a smile to our audience and in everything that we do be it is marketing or promotions. What we are bringing in now is ‘The Middle’, which is one of the longest humour shows in the US. The show is about a well-knit family, which is a bit of fun and madness together. What we are doing here is completely redoing the whole show and rewriting the characters. Though at some level, they will remain the same but we will be giving them an Indian twist to bring about relatability to the audience. The show has been produced by Bodhi Tree Entertainment in India.”
When asked whether they would be looking at more such international shows to create Indian adaptations here, Padmanabhan said, “We are potentially looking to adapt not just in the show format but we are also looking at short forms and maybe be over-the-top game show formats that we could adapt. There is one such game show we could adapt and have zeroed-in on and are giving final touches.” Without divulging further details, they added that they would be signing the contract soon for this game show.
The show is set to be programmed during the weekdays from Monday to Friday at 8:30 pm and will follow the season format like many other shows on the channel. The show currently has no brands on board but is in the process of signing a few brands before its start.
The marketing campaign will be concentrated on digital, radio, TV and are looking at advertising on other TV networks as well for larger urban audiences in metros. The channel is expected to spend around Rs 3-5 crore on the marketing campaign for the show.