RBNL forays into regional entertainment space with Big Magic

Reliance Broadcast Network Ltd (RBNL) is set to foray into the regional entertainment space with the launch of BIG Magic on 4 April.

Positioned as a Hindi general entertainment channel, BIG Magic will offer content across music, movies and comedy shows, specifically tailored to meet local tastes.

The channel will be distributed across all cable operators across the states of Uttar Pradesh, Madhya Pradesh and Bihar and spread across the likes of DEN, Digicable, WWIL, Hathway and others.

''The Hindi heartland represents 30 per cent of India's population, and by far the most attractive and lucrative market for advertisers.

This underserviced market offers an excellent opportunity to offer audiences entertainment that is tailored to meet their preferences,'' said Tarun Katial, CEO, Reliance Broadcast Network Ltd.

On the advertising front, the region together accounts for 13 per cent of the national advertising expenditure, which is pegged at approximately Rs23,000 crore.