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MUMBAI:
BIG MAGIC, India’s first variety entertainment channel for
the core Hindi heartland – UP, MP, Bihar and Jharkhand from
the Reliance Broadcast Network stable, featuring locally relevant
entertainment around humor, movies, reality, talent hunts and action
sports has been successful in giving audiences content that appeals
to the local tastes and sensibilities. The channel which stands
as the No. 1 player in the region is fortifying its position with
introduction of well known and popular television actor Amar Upadhyay
as the new host for the region’s most followed crime show Police
Files. Amar, (popularly known as Mihir of Kyunki Saas Bhi Kabhi
Bahu Thi) was the face of Indian television that drowned millions
of TV viewers when he died in the popular show leaving his fans
devastated. In his new avatar, Amar will anchor the show and take
audiences through real-life stories of ghastly crimes from the region.
With the Hindi heartland known to harbour some of the criminals
and offences that range drug trafficking, extortion, murder for
hire, crime against women, homicide, burglary, theft, land mafia
and more, Amar will be seen highlighting cases that the local populace
can relate to. Ensuring that Police Files goes a step ahead and
empowers viewers to be better equipped to deal with criminal situations,
Amar will be seen engaged in discussions with psychiatrists, real
lawyers and the real police, who discuss the reason, rationale,
signs to look out for and more, when it comes to dealing with crime
in the region.
Amar Upadhyay made his television appearance in Jaya Bachchan- produced
TV series Dekh Bhai Dekh in the nineties. It was the popular series
Kyunki Saas Bhi Kabhi Bahu, in which he played the perfect beta
and endearing “son of Indian TV viewers” Mihir Virani
that made him a face to reckon with. This was followed by a few
feature films like Dahshat, Dhund - The Fog, and a brief appearance
in J.P. Dutta's war movie, LOC Kargil. Amar was also a participant
in the last season of Bigg Boss on television. With Amar Upadhyay
as the host of Police Files the viewers of the Heartland are sure
to get hooked on to the show with their favourite star.
Speaking on hosting the show, Amar Upadhyay said, “BIG MAGIC
is the newest entertainment channel that has swept the Heartland.
With its specially created localized shows the channel has been
able to fulfil a huge entertainment lacuna in the region. I liked
the concept of Police Files and its ability to help audiences deal
with the growing crime rate in the region. I look forward to making
this iconic show an ideal platform to fight crime and create awareness
amongst public.”
Police Files is in sync with BIG MAGIC’s recent campaign called
‘100%UP Wale/100% MP Wale’ which has been designed to
increase awareness and empower consumers with adequate information
to make the right choice when choosing their set top boxes, while
enabling operators to build their brand equity. BIG MAGIC is being
distributed as part of Reliance Broadcast Network’s television
channel bouquet which boasts of seven robust and well crafted channels,
ready to benefit from the digital wave.
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