MUMBAI: BIG Magic, India's leading variety entertainment channel for the core Hindi heartland of – Uttar Pradesh, Madhya Pradesh, Bihar and Jharkhand - from the Reliance Broadcast Network stable, will now be available to all viewers of the Reliance Digital TV platform.
BIG Magic will replace Imagine TV on Reliance Digital TV - channel No. 213, increasing its reach to an additional 4.5 mn digital homes and in effect going national. This move allows BIG Magic immediate width in reach across the country, and marks the first step in its digital distribution plan.
With the channel's endeavour to take its unique regional content to the increasingly large base of DTH audiences in the Hindi heartland, this alliance between BIG Magic and Reliance Digital TV, marks the beginning of a slew of digital alliances that the channel is in the process of closing. Further synergies come into play with Reliance Digital TV looking to enhance its own penetration in the Hindi heartland as well as enhance the experience for its current subscribers in the region.
BIG Magic, which has only just completed a year since launch, has already become the leading channel of the region thus making it an excellent platform for advertisers looking for focussed reach. The channel, which is the best window to the people of the region spread across the length and breadth of the country offers audiences the entertainment of their choice.
Speaking on the occasion, Anand Chakravarthy, business head, BIG Magic, said, "The last one year has seen BIG Magic build a strong platform on the back of an excellent programming mix and leveraging BIG FM's brand lineage to fortify its position as a leading player in a very short span of time. As a next step of growth, DTH was the logical move and what better than Reliance Digital TV to begin with. This will only further cement our position as a leading regional television player, serving tailored entertainment to people who belong to the heartland."
Commenting on this occasion, Ashutosh Srivastava, business head, Reliance Digital TV, said, "It has always been our constant endeavour to provide our customers with choice of content thus, enhancing their viewing experience. By adding BIG Magic to our bouquet, we now offer the unique regional variety entertainment content like movies and daily soaps for our subscribers from the Hindi speaking states of UP, MP, Bihar and Jharkhand directly in the comfort of their homes."
The partnership with Reliance Digital TV will be promoted aggressively on BIG Magic as well as on 92.7 BIG FM. BIG Magic's recent campaign - '100% UP Wale/100% MP Wale' which has been designed to increase awareness and empower consumers with adequate information to make the right choice while choosing their set top boxes, will also feature this new partnership.
BIG Magic is currently being distributed across all cable operators across the states of UP, MP and Bihar and spread across operators like DEN, Digicable, WWIL, Hathway, Darsh and Maurya amongst others, reaching approximately 10 million households in the heartland. Add to this the reach of Reliance Digital TV and BIG Magic can now boast of an enhanced reach. The channel is supported with a high decibel multi-media integration plan across 92.7 BIG FM, outdoor and mall activation, play-out seeding in malls, print and local cable.