Big Magic, the regional variety entertainment channel from the Reliance Broadcast Network stable, is all set to feature locally relevant entertainment around humour, reality, music and Bollywood.
The channel will be investing over Rs 2 crore for marketing of these new shows. A 360 degree campaign conceptualised by Purple Focus is also being unveiled. The new line-up of shows goes on air from October 10, 2011.
There will be two new shows for children – ‘RE Super Sunny’ and ‘Junior G’, which will be launched in the early evening slot of 5.30 pm to 6.30 pm, a slot that commands high viewership amongst children. This will be closely followed by ‘Tu Tu Main Main’, a Saas-Bahu comedy serial, in the early prime time slot of 7:00 pm, while at 7.30 pm will air sitcom ‘Naadaniyaan’. On weekends, the channel will feature ‘Zabardast Wrestling’, a fun sports show.
The new shows are being promoted through an aggressive multi-media campaign. A TVC across kids’ channels and youth channels is of primary focus, which is being backed by radio, OOH, print campaigns in kids and women’s magazines as well as on cable television and cinemas across the Hindi Heartland. The digital initiative is also supported by mobile campaigns like SMS push and outbound dialers.
Speaking to exchange4media on the new programming, Anand Chakravarthy, EVP - Marketing RBNL & Business Head, Big Magic, said, “We have taken this step to take the channel to the next level of growth in the variety entertainment segment. The new programming will further strengthen our position in the market as we stand by our promise of offering variety entertainment to our audiences. Children account for a high viewership base on television and certain bands are dominated by the 4-14 year-olds, which led us to offer specific shows for them. Given the high affinity for comedy amongst 15+ audiences, we are also introducing new shows in relevant time bands to cater to this group. These new additions to the programming line-up, promise to enhance appeal for the channel and build on its current leadership position. We are confident that audiences will enjoy this content, and marketers will see even greater value in associating with the brand.”