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.

Mumbai: With the phenomenal success and incredible responses received over the last four years in the Hindi heartland, India?s only Reality Show for Housewives - BIG MEMSAAB now in its 5th Season will be launched across the other 3 states of Central India viz. Bihar, Madhya Pradesh & Jharkhand after the 4 consecutive & exceptionally successful seasons in UP. The 10 episode series on BIG Magic will feature the strength, potential and capabilities of women in the region and vows to enthrall the audience on BIG MAGIC. Adding to the glam & glitz of BIG MEMSAAB is beautiful Natasha Sharma, ?Sia? of popular serial Naa Aana Is Des Laado? who will host the show and also is the Face of the property.

The initial rounds of this reality show will be spread across 7 cities of Bihar, MP and Jharkhand - Bhopal, Indore, Gwalior, Patna, Ranchi, Muzaffarpur Jamshedpur and involved women from different walks of life. Women from these cities were put through tests to present their talent, be it in singing, dancing, arts or crafts?any form of creative art they possess. Each city finale, which concluded, left jam packed audience surprised, as they witnessed the bundle of talent that was being showcased by their very own women. These rounds helped to shortlist three winners from each city, who will now participate & battle for the title in a Grand Finale in Indore.

With the No. 1 Television Channel of the heartland - BIG MAGIC and the No. 1 radio brand 92.7 BIG FM as media platforms, marketers stand to attract a wider range of audiences garnering excellent visibility for their brands. Reckitt Benckiser group has partnered BIG Memsaab - Season 5 for Central India with Harpic & Dettol as the presenting & associate sponsors respectively. Tata Salt has also partnered with the property as Food Partner. The series features the strength, potential and capabilities of women in the region and vows to enthrall the audience on BIG MAGIC.

Conceptualized and initiated by 92.7 BIG FM and BIG MAGIC, the property facilitates a platform for the women of India to showcase their hidden talent and skills which deserves recognition and appreciation from the society. Thus we have ordinary women, who have extra ordinary talent participating.

BIG MEMSAAB allows for maximum consumer engagement as it breaks free from the clutter and offers something path breaking to the viewers and participants alike.

BIG MEMSAAB Season 5, promises to be bigger than it has ever been, attracting women audiences across Central India. Aside from 92.7 BIG FM and BIG MAGIC the activity will be promoted across Onground activation, OOH, Print, Digital and Cinema. This holistic multi media property will allow excellent visibility and more importantly on-ground impact, for the advertiser?s products and services.

Company Spokesperson said, "We have always believed in creating exciting formats to entertain our viewers and deliver true local connect. In our endeavor to bring unique formats, this hugely successful show, had to be taken to the next level. The show is a first of its kind in the region, and judging by the on ground response in each city we are sure it will surely resonate with the viewers and advertisers alike, ensuring a unique entertainment experience."