By A Correspondent

Big Magic Bihar and Jharkhand, the flagship regional entertainment channel from the Reliance Broadcast Network stable, rechristens itself to ‘Big Magic Ganga’, at midnight on August 15.

With this move, the channel consolidates and fortifies its position in the market, enhancing an authentic regional flavour through locally shot programmes, derived from local insights like ‘establishing self identity’ and ‘preserving local culture’.

The name Ganga emerged after research by research firm Dragon Fly, which tested several options for names as well as channel positioning in the market. With the name ‘Ganga’ emerging the winner, the channel will serve clean, value oriented but modern and variety filled entertainment which celebrates the region’s culture, notes a communiqué.

As part of its long-term endeavor of further developing the market, the channel also sets up a production unit in Patna which will nurture local talent.

Commenting on the change, Tarun Katial, CEO, Reliance Broadcast Network said: “Big Magic Ganga delivers to audiences an authentic, highly engaging entertainment destination which has made it the No 1 channel of the region. Our production set up in Patna is part of our long-term commitment to grow this regional market while creating excellent opportunities to hone skills of local talent. With this re-branding exercise, we consolidate our position, strengthen our hold, and cement our leadership position in the region. It remains our endeavour to offer audiences exceptional television engagement, and marketers a great platform to ride on.”

Recognizing the high affinity for this rich regional content amongst the large migratory population across the country, the Channel has recently inked distribution deals with national DTH platforms like Reliance Digital TV, Dish TV and Airtel Digital TV. Additionally, the Channel is available on Hathway, Incable, Manthan, Digicable, GTPL, Siti Cable, Maurya, DEN and other all independent operators.

Accelerated with a high definition drive, BIG Magic Ganga launches with a 360 degree marketing campaign, which includes television, outdoor, activations, print and innovations across multiple locations.