New Hindi TV channel from RBNL

Rebecca Hawkes | 28-03-2011

A new general entertainment channel aimed at the ‘Hindi heartland’ of India is being launched) by Reliance Broadcast Network Limited (RBNL) on 4 April.

The new channel, BIG Magic, will feature comedy, music and Bollywood content, all provided for a local audience, unlike the two recently launched BIG CBS English language channels, Prime and Love, which carry predominantly US programming.

“The Hindi heartland represents 30% of India’s population, and by far the most attractive and lucrative market for advertisers,” said Tarun Katial, chief executive officer, RBNL. “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,” he added.

Big Magic will be distributed across multiple cable TV networks including DEN, Digicable, WWIL and Hathway in the states of Uttar Pradesh, Madhya Pradesh and Bihar. The broadcaster expects it to be reached by about 10 million households in the region, who will be made aware of the new channel’s arrival by a widespread marketing campaign.

The television spend in the combined area of Uttar Pradesh, Madhya Pradesh and Bihar is reported to be approximately Rs1,200 crore. National TV channels account for about Rs 1,050 crore of this total.