DTH

Big Magic hops back on DD Free Dish to enhance distribution

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/dth-images/2015/12/18/big-magic.jpg?itok=U2H05jlq

MUMBAI: In a bid to enhance its distribution and reach out to the masses, Reliance Broadcast Network Ltd’s (RBNL) Big Magic has hopped on back to Doordarshan’s free to air (FTA) direct to home (DTH) platform DD Free Dish albeit after making a few key changes in its programming strategy.

It may be recalled that in November this year, Doordarshan deputy director general C K Jain had told Indiantelevision.com that Big Magic had paid a sum of Rs 6 crore in the 24th e-auction to get back on the platform. The channel, which went off DD Free Dish in August this year, began beaming again from today (18 December).

Pertinent to note here in that in its initial days, the pay channel Big Magic was present on the DD’s DTH platform but after thorough introspection, the network decided to take the channel off from the platform in order to rejuvenate its content. The Broadcast Audience Research Council (BARC) India, after rolling out its rural data has changed the entire game plan. DD Free Dish has emerged as one of the premier factors determining a channel’s performance in terms of ratings and hence making it a must for the broadcasters to present on.

RBNL COO Ashwin Padmanabhan says, “It gives the reach, which helps gain viewership, but only if you have quality content in your catalogue. The reason why we went off the platform in the first place was to fill the gaps in our content. The content needs to be a slice of life and topical; only then people will cherish it. We made a gradual move towards more non-fiction from fiction and now we think we have adequate content to go back to the platform.”

The channel banks on the humour quotient, which automatically tilts them towards a predominantly male audience. However, the network is quite clear when it comes to its target group. “We want to reach out to a pan India audience. I agree to the perception that humour as a genre is more male dominant but at the same time, I believe we have a diverse enough catalogue to cater to both male and female audience. Our target audience is both male and female aged between 15 to 45 years,” adds Padmanabhan.

“General entertainment channels (GECs) are heavily female inclined, news channels cater to males, whereas youth channels have their audience cut out for them. Big Magic is positioned in a unique position where we break all such discriminations and cater to all because humour has universal appeal. We plan to strengthen our humour offering by adding more topical content, which people can relate to,” asserts Padmanabhan.

The production cost of a non-fiction show is way higher than fiction content and RBNL, at this stage, is not shying away from spending. 

Padmanabhan says, “Advertisers are excited about the content that we are creating; there is a lot of room for innovations and branded content. Going forward, we can even conceptualise a show sitting together with the advertiser. So we have confidence on our path ahead and hence if strengthening content needs investment we are happy to do so.”  

Big Magic is available across all DTH platforms as well as major cable operators and with the presence on DD Free Dish, the channel’s distribution is well taken care of. However, Padmanabhan was quick to point out that distribution revenue was minuscule at this stage.

The channel currently airs shows like Fakebook, Ji Sirjee, Family Fortunes, Lete Hain Khabar, Comedy Ka Rocket and Nautanki News.

A senior media planner informs, “The ad rate of a 10 second slot on Big Magic during prime time would be somewhere between Rs 4000 - 5000.”

With strong distribution in place and the added platform of DD Free Dish, Big Magic is well poised to take things to the next level in terms of programming content.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/gopal.jpg?itok=zJ83LH-Y
Airtel Digital TV revenue, PAT and EBITDA up in Q3 2018

MUMBAI: Bharti Airtel’s DTH arm Airtel Digital TV has seen a 10.4 per cent revenue growth in the quarter ending 31 December 2017 (Q3-2018) compared with Q3 2017 (y-o-y). Earnings before interest, taxes, depreciation and amortisation (EBITDA) grew by 22 per cent y-o-y in Q3 2018. Airtel DTH’s...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/13/kalanithi-maran-%281%29.jpg?itok=aSSe1zix
Sun Direct adds Sun NXT free with DTH subscription

MUMBAI: Sun Direct is finding ways to hold on to its subscriber base amidst the hordes of consolidation and shutdowns happening in the industry. Strengthening its hold in the South, which forms the largest chunk of its territory, it has announced a free membership of its video-on-demand (VOD)...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/12/dth.jpg?itok=EqUIq3BD
Dish TV re-evaluating Videocon d2h merger

MUMBAI: The Dish TV-Videocon d2h merger had reached the final stage with the Ministry of Information and Broadcasting (MIB) giving it the green signal. Then, suddenly on 22 December, Dish TV announced that the union would be delayed beyond 27 December 2017 citing technical reasons. Now those...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/10/Tata_Sky-Irdeto.jpg?itok=Lb7nEOcq
Tata Sky partners Irdeto to secure content

MUMBAI: Tata Sky has signed a deal with Irdeto to ensure the safety of the DTH operator's content relayed to any device across its satellite and over-the-top (OTT) platforms. The company will be implementing Irdeto’s Cloaked CA and middleware technologies for better customer experience.

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/sun.jpg?itok=VhlgyqGe
Sun Direct may add 20 HD, 100 SD channels

Sun Direct, the DTH service from Sun Network, is likely to add 20 new high definition (HD) and 100 new standard definition (SD) channels and has been allocated 144 MHz of spectrum on the recently launched Measat-3B satellite.

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/30/tata-sky_0.jpg?itok=4XXIn0LI
The party continues on Tata Sky Mobile app

The Tata Sky Mobile App streamed every pulsating beat spinning out from the turntables of the EDM scene’s biggest stars to smartphones around the country, as the second day of the Ola Sunburn Festival 2017 turned the volume up on the year’s biggest party.

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/29/dth.jpg?itok=HBpsrx9Z
DTH subscriber growth down in second quarter

BENGALURU: The carriage industry and more specifically the direct to home or DTH industry had a disappointing fiscal year 2017 (FY-17, year ended 31 March 2017) in terms of subscriber growth. Going by the subscriber numbers data of the six private DTH players in India provided by the Telecom...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/27/tata-sky.jpg?itok=9cIwrdhe
Tata Sky ties up with Ola Sunburn Festival 2017 to bring the biggest EDM extravaganza to small screens

MUMBAI: Tata Sky, India’s leading content distribution platform, tied up with Ola Sunburn Festival 2017, one of the largest music festivals in the world, to bring its eclectic mix of music, entertainment, experiences, celebration and lifestyle straight to the small screens. Apart from live...

DTH DTH Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/23/tax.jpg?itok=8K08uQQj
Punjab govt to levy entertainment tax on cable, DTH

MUMBAI: The Punjab government is cracking down on errant cable ops by getting them to be accountable. It has added entertainment tax to cable and DTH connections. All local gram panchayats and state bodies will collect Rs 5 per month on a DTH connection and Rs 2 a month on cable TV from operators...

DTH DTH Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories