RBNL launches Big Magic Bihar and Jharkhand channel

The channel will contain local insight driven content and strong performing shows to enhance reach to the smallest towns in the region and create a 360 degree consumer engagement platform for marketers

by exchange4media Staff
Published - Jan 14, 2013 6:34 PM Updated: Jan 14, 2013 6:34 PM
RBNL launches Big Magic Bihar and Jharkhand channel

After establishing itself as a regional player in Central India with its channels Big Magic and Big RTL Thrill, Reliance Broadcast Network extends the Big Magic lineage to strengthen its foothold in the regional markets with its new Bhojpuri channel Big Magic Bihar and Jharkhand.

The channel will reach audiences not only across the larger markets of Dhanbad, Muzaffarpur, Gaya, Bhagalpur, Arrah, Jamshedpur and Ranchi, but will also penetrate deeper into the Tier II and Tier III towns, making for deeper reach to the smallest towns in Bihar and Jharkhand.

The first look of the channel was unveiled by actor Ravi Kishan, who comes on board as the host of the show ‘Police Files’.

Commenting on the launch of Big Magic Bihar and Jharkhand, Sunil Kumaran, Business Head, Regional TV, Reliance Broadcast Network stated, “Big Magic Bihar and Jharkhand is RBNL’s first foray into the Bhojpuri entertainment space. We believe there is tremendous potential in the regional markets and it is these emerging markets like Bihar and Jharkhand which are delivering enormous growth both in terms of audience maturity as well as marketers’ increasing demands to reach these markets. We are confident that the deep engagement and impactful multimedia properties that will be aired on the channel will result in better cost efficiencies making for unmatched returns on media investments.”

Ensuring robust reach, the channel will be distributed across 80 networks of the region, reaching 77 towns across Bihar and Jharkhand. The channel will be also distributed across local cable networks such as Maurya, DEN, Darsh, etc., and will also be available on Reliance Digital TV.

While names of several shows from the mother channel Big Magic will be extended to the new channel, its content will be in the local dialect of Bhojpuri with fresh production of shows relevant to this region. Some of these shows include ‘Police Files’ with  Ravi Kishan, ‘Pyaar Ya Dehshat’ with folk singer Malini Awasthi, superhit Bhojpuri films, Bhojpuri music shows such as ‘Magic Top 20’, reality show ‘Big Memsaab’, upcoming youth talent hunt ‘Big Fame Star’ and ‘Big Annual Kids Talent Awards’.

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