By A Correspondent

We don’t normally carry news on channels expanding their distribution footprint or inking deals with Direct-To-Home (DTH) operators. But given its recent rise in its viewership and the changes expected to be ushered in by the BARC-administered audience measurement system, this announcement could have a bearing on the Hindi general entertainment channel (GEC) landscape, albeit in the second tier of GECs. The news: Big Magic has strengthened its distribution with leading  DTH player, Tata Sky. The channel will be available from February 1 on Tata Sky channel 138 for subscribers across the country. This move helps Big Magic to gradually fortify its space in the comedy genre in India with original differentiated content.

This announcement enables Tata Sky to offer its viewers a differentiated content around comedy with Big Magic’s programming mix targeted to a relevant and discerning audience base across relevant markets. The channel’s original programming mix includes a comical line up of hilarious sitcoms, a side splitting historical comedy; laugh out loud weekend specials, festive specials and comedy blockbuster films.

Paolo Agostinelli, Chief Content and Business Development Officer, Tata Sky said, “For Tata Sky, catering to consumers across age groups with the growing preference towards comedy, Big Magic as a channel would be a rather unique offer suiting the needs of our customers across the country. We will finally showcase the range of offerings from BIG MAGIC on our platform.”

Lavneesh Gupta

Speaking on the occasion, Reliance Broadcast Network COO Lavneesh Gupta said, “We are happy to announce our availability on Tata Sky, which allows the channel to immediately grow its reach across the geography. We are confident of our product with differentiated comedy content and designed as per audience needs for the entire family. Strengthening our distribution spectrum is a strategic move towards focusing on growing the channel with additional new content that is expected soon.”