By A Correspondent

Laughter, the Relaince Broadcast Network management believes, is seriously good business. So from light-hearted humour offerings which Big Magic was at pains to underscore a year back, it’s now going to be a 24×7 comedy channel, in Hindi.

This happens with effect from April 27 and the timing, one media planner put it, is just right given that BARC ratings are scheduled to be unveiled on April 29.

The change will see popular show Uff! Yeh Nadaniyaan going in for a revamp and coming back as Total Nadaniyaan on April 27 at 9.30pm.  Several other new shows are also planned to start alongside.

Talking about the changes and more comedy on the channel, Paritosh Painter, Network Creative Director at RBNL, said: “At Big Magic, we strive to offer content that is only fresh and full of over-the top comedy. Total Nadaniyaan, will bring in a sense of absolute LOL comedy followed by quirky characters represented by the madness of each character.”

Says Chief Strategy Officer Sunil Kumaran: “We believe comedy is emerging as a very relevant genre and we as RBNL shall be tapping into it more extensively across our TV and Radio media platforms.  Big Magic as a  channel promise is to refresh, rejuvenate audience and this new show re-launch is  a step in that direction – poised towards the objective of creating an ultimate comedy destination.”

According to information available, Big Magic is going in for a significant content upgrade with new scripts, characters. There will also be reality and non-reality shows based on international formats. A 360-degree marketing blitz is also planned with a heavy emphasis on radio and the existing RBNL network of media entities.