Big Magic Ganga rebranded as ‘Big Ganga’; to turn into a pay channel

RBNL has undertaken a brand refreshment exercise for the channel, positioning it in a more contemporary style; the network is looking to drive subscription revenue by making it a pay channel, no longer available for free on any of the DTH or MSO platforms

e4m by exchange4media Staff
Updated: Sep 1, 2015 9:01 AM
Big Magic Ganga rebranded as ‘Big Ganga’; to turn into a pay channel

Big Magic Ganga which is the Bhojpuri channel under Reliance Broadcast Network Ltd. (RBNL) is expected to change the name to Big Ganga as it will drop the word ‘Magic’ from the name. The broadcaster has already filed for a change of name and is awaiting permission from the Information and Broadcast Ministry (MIB). The network is looking to drive subscription revenues up from both the channels as it will no longer be available for free on any of the DTH or MSO platforms. The change comes as the network has undertaken  brand refreshment exercise for its television channels and radio channel Big FM. It has also changed the positioning of the channel to adopt a more contemporary style of programming with an appeal to the youth.

Ashwin Padmanabhan, COO, RBNL said, “The objective of the channel is to make the new India laugh, which means we are targeting 15-30 year olds using comedy as a genre. With that objective in mind the development of a lot of new shows is happening”. The channel has undertaken even in its programming as the channel’s top rated show Akbar Birbal has been repositioned as ‘Hazir Jawab Birbal’ and changes have even extended to the casting of new actors as Akbar and Birbal to appeal to the youth. The show was launched on August 17, 2015 and will feature from Monday to Friday at the 9 pm slot.

Another show is BOYZ which is a fresh take on three college friends from varied backgrounds and their daring escapades around fantasies, aspirations and ways to attract the fairer sex. The show which was launched on August 24, 2015 is available from Monday to Friday at 10 pm.

Apart from this are two shows which it will launch one called ‘Pyaar Marriage Shhh’ which is will launch on September 7 and the other is expected to be a talk show which they are expected to launch by the end of September. The channel is currently working on the talk show and is the process of selecting a suitable host for the show.

Padmanabhan further highlighted the channel’s move towards creating content which is suitable across all platforms be it radio, television or digital. The network is also extensively working on short format shows on the television channel. “We are investing a lot in short format shows. This audience is someone who would like to come in have a laugh and probably go back doing something else. The core of our strategy is whatever we create it will go across TV, radio and digital. Shopkeeper-Chutki has become a rage. The amount of conversations around it is phenomenal. We have clearly seen short formats work,” said Padmanabhan. Another short format show which has been adopted from Big FM is Aktor calling Aktor which is in the Muppet format on television. “There is a synergy that we are building for the short formats across radio, TV and digital. So there is a wider reach that gets built for any advertiser that comes in,” he said. 

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