Big Magic goes to Australia

06 Nov,2012

By A Correspondent


Continuing its aggressive expansion and growth strategy in the international market, India’s Reliance Broadcast Network Limited (RBNL) has announced its foray into Australia with the launch of Big Magic International television channel. This marks the company’s foray into the critical APAC market with a growing South Asian Diaspora, following close on heels to its successful launches in the markets of Canada and the United States.


Designed to offer audiences a phenomenal blend of variety entertainment, infotainment, and business news from the libraries of the Reliance Broadcast Network and Bloomberg TV India, Big Magic International AUSTRALIA promises to uphold the legacy of the Channel both in India and overseas. The channel’s offerings are customised to suit the entertainment demands of the sizeable South Asian Diaspora in Australia. Konnec TV, Australia’s fastest growing DTH Company that specialises in distributing multicultural television channels is partnering RBNL to distribute the channel across the length and breadth of the vast country.


Tarun Katial

The channel will be added to the basic pack, which is currently priced at AUD 39.55 at a fixed fee. The programming on Big Magic International will ensure varied appeal with an eclectic mix of daily sitcoms, socio-mytho programs, crime shows, dramas, and religious shows handpicked from BIG MAGIC India. The Channel will also showcase popular televised award shows created by the RBNL’s intellectual property vertical. These would include offerings such as India’s Sexiest Bachelor, India’s Glam Diva, I Love Style, BIG Hindustan Rising Star Awards, BIG Hindustani Music Awards, BIG Bangla Music Awards and more.  Delivering to its promise of offering varied entertainment the Channel will feature stand-up comedies, cultural quiz shows and more that will appeal across age groups.


The South Asian population in Australia is approximately 4 lakh and makes for 2 per cent of the population of the country, making it the second largest non European group in Australia. Ensuring reach to maximum households, Big Magic International has mapped the entire market to ensure optimal reach amongst relevant audiences.


Speaking on the announcement, Tarun Katial, CEO, Reliance Broadcast Network Ltd. said, “After establishing our presence in Canada and the United States, we are happy to take Big Magic International to Australia as the country’s only variety entertainment channel that offers fresh and relevant programming. We’ve been able to understand the market well and have made the move in line with our international expansion and growth strategy. We are certain that the channel will grow into a popular entertainment offering and resonate well with audiences and marketers there.”


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