Marking its entry into the regional entertainment space, Reliance Broadcast Network Limited (RBNL) will launch a new channel titled Big Magic for the Hindi heartland April 4, a company official said here Monday.
Positioned as India’s only channel exclusively for the core Hindi heartland (Uttar Pradesh, Madhya Pradesh and Bihar), featuring locally relevant entertainment around humour, music and Bollywood, Big Magic will leverage popularity of its well-established radio brand 92.7 Big FM.
“The Hindi heartland represents 30 percent 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,” said Tarun Katial, chief executive officer of RBNL.
“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,” he added.
Big Magic will be distributed across all cable operators across the states of Uttar Pradesh, Madhya Pradesh and Bihar.
The channel will be placed on S-band, ensuring it is among the first 30 channels on the television sets.