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Big Magic repositions to adopt more contemporary and over the top comedy

25-April-2015
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 Big Magic repositions to adopt more contemporary and over the top comedy

Big Magic the comedy channel from Reliance Broadcast Network (RBNL) revamps its popular comedy caper Uff! Yeh Nadaniyaan to Total Nadaniyaan. The revamp of the show marks a shift in the position of the channel to adopt a more contemporary and over the top comedy. The channel also looks to revamp many of its shows in a similar way. The new season is set to begin on April 27 at the 9:30PM slot and will bringing in fresh characters, more madness and over the top comedy. Retaining the popular faces as Upasana Singh, Gaurav Sharma the show promises new characters with an engaging new storyline.

Sunil Kumaran, Chief Strategy Officer, RBNL says, “We believe comedy is emerging as a very relevant genre and we as RBNL shall be tapping into it more extensively across our TV and Radio media platforms.  Big Magic as a channel promise is to refresh, rejuvenate audience and this new show re-launch is a step in that direction - poised towards the objective of creating an ultimate comedy destination”. He further spoke on the shift in the positioning saying, “We were earlier in the comedy zone but we were not completely over the top or LOL comedy. So what we are trying to do is up the entire content of comedy and we would define it more like creating madness on the channels. That is why we are doing a total shift in the way the channel is right now in the image, content, positioning and this show will kind of launch pad for a channel positioning shift,” he said.

The characters on the show now will be more sharply defined. Though the show has a following from metro audiences he says that with the revamp the show will now look to increase its audience base in the metros. For this the change has also been in the time slot of the show from earlier 8pm to now 9:30pm to get the urban contemporary audience. The changes also extend to finer details in the production of the show like the set and costumers.    

Talking about the changes and more comedy, Paritosh Painter, Network Creative Director, RBNL said, “At Big Magic, we strive to offer content that is only fresh and full of over the top comedy. Total Nadaniyaan, will bring in a sense of absolute LOL comedy followed by quirky characters represented by the madness of each character. Seeing the popularity of Uff! Yeh Nadaniyaan, we are confident of its acceptance in its current planned form.”

When asked about the brands signed on board for the show, Kumaran said that they are in the process of getting some brand on board.  

Nitin Vaidya, Director & Partner, Dashami Creations says, “Nadaniyaan's first two seasons have been extremely successful amongst the audiences and with the third season, we want it to make it more relatable in day-to-day life. While we wanted to keep the show's core concept intact, we would like to showcase the lighter side of life with an introduction of new characters. I am sure with this new season, we can find a way to de-stress themselves through Total Nadaniyaan.”

Total Nadaniyaan is set in the backdrop of Punjab will revolve around a righteous mother Tarawanti, her younger son Pappu who is a wannabe actor and teleshopping entrepreneur married to Canada return wife Jassi who is dumb yet solves the most complex problems with her simple and unfiltered take on things. The show will also introduce Jassi’s twin brother who shares the same name.

The show is expected to introduce a heavy dose of humour as the war between Pappu and Jassi the brother-in-law; as Jassi becomes immensely popular. The Pug Ghungroo can only talk to Pappu and speak his mind out and has a point of view on every situation which makes it funny thus adding uniqueness and freshness to the show.

Additionally, Big Magic aiming at building high-octane recall and popularity is promoting the show heavily on numerous radio stations apart from leveraging the popularity of their own BIG FM network. The channel, to garner maximum visibility is generating excitement through engaging content across social media platforms.

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