MUMBAI: At the stroke of midnight this Independence Day, the flagship regional entertainment channel from the Reliance Broadcast Network Ltd (RBNL) stable – Big Magic Bihar & Jharkhand – will be donning a new identity as ‘Big Magic Ganga’.
With this move, it further extends reach to newer geographies with its presence in the Purvanchal region (East Uttar Pradesh). The new name is accompanied with a revamp of the channel’s logo and packaging ensuring greater aesthetic appeal amongst its core audience.
Commenting on the new change RBNL CEO Tarun Katial said, “Big Magic Ganga delivers to audiences an authentic, highly engaging entertainment destination which has made it the number one channel of the region. Our production set up in Patna is part of our long-term commitment to grow this regional market while creating excellent opportunities to hone skills of local talent. With this re-branding exercise, we consolidate our position, strengthen our hold, and cement our leadership position in the region. It remains our endeavor to offer audiences exceptional television engagement, and marketers a great platform to ride on.”
Accelerated with a high definition drive, Big Magic Ganga has launched a 360 degree marketing campaign, which includes television, outdoor, activations, print and innovations across multiple locations.
The channel also set up the first ever production unit in the city of Patna to ensure credible and veritable content, Big Magic Ganga will feature locally shot programming. The diverse content of the channel encompasses a wide slate ranging from crime, reality, music, devotion, movies to mythology.
The name ‘Ganga’ was derived after a focused qualitative study, group discussions and expert interviews undertaken by research agency Dragon Fly, which tested several options for names as well as channel positioning in the market.
Big Magic Ganga also recently inked distribution deals with national DTH platforms like Reliance Digital TV, Dish TV and Airtel Digital TV. Additionally, it is available on Hathway, InCable, Manthan, Digicable, GTPL, Siti Cable, Maurya, DEN and other all independent operators.
The channel holds a 31 per cent market share in the Hindi belt (UP, Bihar, Jharkhand) among the regional players and will also enter Eastern UP or the Purvanchal region.