Reliance Broadcast Network Ltd (RBNL) has marks its entry in the regional entertainment space with its latest channel BIG Magic, to be launched on April 4. BIG Magic is positioned as India’s only channel exclusively for the core Hindi heartland, featuring locally relevant entertainment around humour, music and Bollywood.
BIG Magic will derive huge synergies with RBNL’s already well established radio brand BIG FM, which operates 11 stations in the heartland. The channel launches on the back of RBNL’s recent foray in the English television entertainment genre with two BIG CBS Channels – Prime and Love.
Commenting on the launch of BIG Magic, Tarun Katial, CEO, Reliance Broadcast Network Ltd, said, “The Hindi heartland represents 30 per cent of India’s population, and by far the most attractive and lucrative market for advertisers. This underserviced market offers an excellent opportunity to offer audiences entertainment that is tailored to meet their preferences. BIG Magic will quickly build a strong platform on the back of an excellent programming mix and leveraging our BIG FM’s brand lineage to help fortify its position rapidly.”
BIG Magic will feature a mix of long-form and short-form programming in the humour and Bollywood space. There will also be defined blocks of music in specific day-parts, featuring a mix of the best music from across the years.
The channel will be distributed across all cable operators across the states of Uttar Pradesh, Madhya Pradesh and Bihar and spread across the likes of DEN, Digicable, WWIL, Hathway and others, reaching approximately 10 million households in the heartland.
BIG Magic will be supported with a high decibel marketing plan, including outdoor, mall activation, play-out seeding in malls, radio, print and local cable.
The launch of BIG Magic will be supported by an integrated marketing effort leveraging radio, TV, out of home, digital, live entertainment, relevant consumer touch points, mall touch points, cinema, TV screens, cable, etc. Added to this will be the media muscle of RBNL as well as other media assets of the Reliance Group.
The TV spend attributable to the region (UP, MP and Bihar) is Rs 1,200 crore with national TV channels currently garnering around Rs 1,050 crore of this amount. Print spend attributable to this region is around Rs 1,400 crore and BIG Magic stands to bite into a sizeable portion of this rapidly growing market.