Big Magic undergoes revamp; observes 30% viewership growth

MUMBAI: Comedy is a serious business. It was in the year 2011 when Anil Ambani-led Reliance Broadcast Network Ltd (RBNL) announced its foray into regional television space with the launch of its Hindi entertainment channel - Big Magic (for Central India – MP /UP).


In 2013, tailored to meet the preferences of Hindi speaking markets of India, it was launched across Hindi Speaking Markets (HSM’s) on the back of phase II of cable TV digitisation.


In 2014, it launched as a national general entertainment channel for India, positioned as a humour destination which comprised light relationship dramas, rom-coms, sitcoms, movies and a historical comedy.


This year, it has shed its current logo and gone for a complete makeover by launching a fresh new look and channel identity. The content as part of the renewed strategic vision will be unpredictable, cutting edge, quirky, contemporary, surprising, differentiated, hilarious and entertaining; targeting families, but predominantly the male audience.


With original content including a high degree of humour, viewers will enjoy shows in the sitcom, non-fiction space, focused on building iconic characters which are stand out, quirky and funny. The content offered will be platform agnostic with a large play on the digital and mobile medium.


Research, the key factor


According to RBNL CEO Tarun Katial as the consumers’ taste changes dynamically and quickly, the channel wanted to sharpen its comedy positioning and appeal to the urban audiences’ mindset and bring about a relatable icon in its identity which is emoticon. “Today emoticon is used by everybody and it’s an extremely relatable form of communication amongst consumers,” he says.


Including regulatory approvals, it has been a four month process for the revamp of the channel. Extensive research was done amongst the core TG to understand the kind of comedy and content consumers want. The research showed that the content being desired was extremely dynamic, vibrant, surprising and iirreverent comedy and the logo is build on that thought. The new look has been designed by Purple Pink agency.


Talking about the new look identity, RBNL network creative director Paritosh Painter says, “At Big Magic, we strive to offer comedy content that is fresh, surprising, unpredictable and fully over the top. In line with our new campaign, we will continue our commitment to offer a comical line up of hilarious sitcoms, surprising and unpredictable short formats on topical issues, laugh out loud weekend special and festive specials.”


With the new identity, the channel aims to build a strong line-up of content at both long and short formats. With currently two and half hours to three hours of original content running everyday with shows like Akbar Birbal, Tedi Medi Family, Total Nadaniyaan amongst others, the channel is all set to take the original hours of content to 4 hours a day. Big Magic will launch two new shows in the next couple of months, one of which will be an unscripted show in the late primetime band and an irreverent young comedy in the early evening.


The channel will also air an animated series with Akbar Birbal and bring one of its Big FM 92.7 Radio show – Actor calling Actor on to television.


“On the content front, our attempt is to build a certain amount of iconic characters around male irreverent comedy. We believe that Indians are ready to laugh at each other and themselves. This is predominantly young urban male skewed content that we want to launch,” explains Katial.


In terms of marketing, the channel will strongly focus on digital and mobile. Katial believes that comedy content moves very quickly and goes viral on platforms like digital and mobile. “For us content is marketing and marketing is content,” he says.


Katial further reveals that after Broadcast Audience Research Council (BARC) India started rolling out data, the channel has witnessed a 30 per cent growth in viewership.


For the record, the channel is available across all DTH platforms such as Tata Sky, Airtel Digital TV, Videocon d2h, DD Free Dish, Dish TV, Reliance Digital TV along with all cable operators including the likes of Hathway Cable & Datacom, Incable, Digicable, Den Networks, 7 Star, ABS, Siti Cable, Star Broadband and GTPL amongst others.

Latest Reads
Star World to air 1-5 of 'Homeland'

Star World and Star World HD is all geared up to air the pulse-pounding action series 'Homeland.' The show tackles geopolitical moral conundrums of our current world. It has recently unveiled the teaser for the upcoming season 6 shows how Carrie Mathison will circumvent around another international...

Television TV Channels English Entertainment
Share all World Cup, T-20 feeds with Prasar Bharati, rights holder told

The telecast of all official one-day and Twenty-20 matches played by the Indian Men’s Cricket Team will henceforth have to be shared by the rights holder with the public broadcaster Prasar Bharati under the Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act 2007.

Television TV Channels Terrestrial
Saregama returns to film music acquisition with Pen pact

Saregama India has inked a two-movie deal with Pen Movies. With this agreement, Saregama has acquired the music rights of upcoming Bollywood releases of Pen which includes Kahaani 2 -- Durga Rani Singh, featuring Vidya Balan and Arjun Rampal.Kahaani 2 is slated for a release on 2 December.

Television TV Channels Music and Youth
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People
Life is more imaginative than fiction in a story like POW, says writer-director Gideon Raff

MUMBAI: Sometimes, coming back home after 17 years is not always a happy ending. "Prisoners of War" is the story of three Israeli soldiers, who were held captive for that many years following their kidnapping while on a secret mission with their unit.

Television TV Shows Thriller
IPL media rights bidding postponed sine die

MUMBAI: The BCCI has made it clear that the media rights auction cannot take place till the time it gets a concrete go-ahead and a formal approval from the Justice RM Lodha committee. Till the evening of 24 October (Monday), BCCI did not receive the okay from the committee which said, "it is in...

Television TV Channels Sports
Q3-16: DIRECTV mitigates AT&T U-Verse TV subscriber numbers fall

BENGALURU: AT&T acquired DIRECTV added 323,000 net subscribers and hence helped mitigate the company’s Entertainment and Internet Services Group (Entertainment) segment’s loss of 326,000 U-Verse subscribers for the quarter ended 30 September 2016 (Q3-16, current quarter). About 70 percent of...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories