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Big Magic, Spark Punjabi introduce fiction to consolidate position

27-May-2013
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Big Magic, Spark Punjabi introduce fiction to consolidate position

Fiction and non-fiction based reality content have been an integral part of the programming strategy of players in the broadcast space. Now, Reliance Broadcast Network (RBNL) is all set to introduce two new fiction-based shows on its regional channels, Big Magic and Spark Punjabi, which are essentially dominated by reality-based shows such as ‘Big Memsaab’, ‘Mele Ka Big Star’ and ‘Rasoi Ki Rani’, to name a few.

Elaborating on the shift in the programming strategy, Sunil Kumaran, Business Head, Language TV, Reliance Broadcast Network stated, “It is a natural progression for us. We have a whole lot of non-fiction shows and thought it would be a good idea to introduce a social drama, ‘Beta hi Chahiye’, and a mythological drama with titles tweaked for respective markets – ‘Jai Maa Vindyavasini’ for Big Magic and ‘Jai Mata Di’ for Spark Punjabi. Moreover, we are a new player in the region and in order to consolidate our position further, we are undertaking these new launches. Also, fiction as a genre is something that works well for these markets.”

Kumaran furthermore believes that both fiction and non-fiction content work well since the merit of respective shows is of a higher significance than the other elements. What non-fiction does is that it provides opportunities for activations in a larger sense through on-ground activations, auditions, market activations and help the channels go deeper in the market. Another USP of such shows is that they help provide a greater connect with their target viewers which a national player finds difficult to harness.

In terms of advertisers, Kumaran believes that non-fiction content has an advantage since it provides brands with opportunities to ride on back of the promotions, brand integrations, branding, creating branded content and allows to get a deeper connect in the markets.

The network has a strong marketing campaign in place in order to create buzz. The channel has allocated 30 per cent of its marketing spends on print, another 30 per cent on OOH, around 15 per cent on radio and the rest for other media platforms such as social, digital, mobile as well as on-ground activities.

The shows ‘Beta hi chahiye’ and ‘Jai Maa Vindhyavasini’ will go on air on May 27 at 6PM and 6.30PM time slots, respectively, on Big Magic, and at 7 PM and 7.30 PM time slots, respectively, on Spark Punjabi.

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