RBNL’s Big Magic goes for a new look and identity

26 Jun,2015

By Dyanne Coelho


Comedy in India is a serious business and as a genre is picking up at a fast pace. Keeping this in mind, Reliance Broadcast Network Limited has rebranded its comedy entertainment channel Big Magic with a fresh new look and channel identity. Viewers can look forward a renewed focus original content, sitcoms, non-fiction shows, among others.


Speaking at the unveiling of the new brand identity, Tarun Katial, CEO, Reliance Broadcast Network Limited said, “It’s going to be topical, it’s going to be contemporary, it’s going to be refreshing. We believe that comedy as a factor will predominantly factor in males and we believe that male entertainment is starved from anything but news and sports. Our attempt with the new identity is largely to be able to capture urban India and to make India laugh.”


The logo unveiling earlier this week at the Canvas Laugh Factory witnessed the presence of popular Big Magic stars including Kiku Sharda who plays the role of Akbar in Akbar Birbal, Dalnaz Irani aka Rani from the same show and Saloni Daini, Ami Trivedi, Iqbal Azad, Dharmik Joisar and Sushant Mohindra of Tedi Medi Family as well as Upasana Singh and Gaurav Sharma from Total Nadaniyaan.


“The plan is to make Big Magic the ultimate comedy destination of India. We’ve been getting a great response from viewers, and hence we’re moving to better sets etc, to improve our content. ‘Tedi Medi Family’ is an adaptation of the Warner Brother’s show ‘The Middle’, Akbar Birbal has also received a lot of praise, and we have many more shows planned for the future,” Paritosh Painter, Network Creative Director, RBNL expressed.


Shalini Gupta, CMO, Big Magic TV Network, RBNL revealed the marketing mix behind the channel, “Comedy is a relatively new genre in India, at the same time it is extremely popular and is growing. Our marketing strategy targeted areas where people don’t laugh, because we wanted to make people laugh. Hence we do a lot of BTL activations. Digital marketing is increasingly becoming a very important part of our strategy. Earlier it was a meagre two to three percent, and it has now grown to about six to seven percent of the budget and will be improving a lot more.”


The channel was a light entertainment channel a year ago, but the team at the front wanted to sharpen the position of the channel to a comedy network. “There is a definite vacuum in the comedy space in India aside from a few shows on Colors and &TV. We wanted to cater to the absolute comedy market, to the audience that loves comedy. So we’re making sure that all our shows even in the future have got a lot of LOL moments,” Painter explained.


The content offered on Big Magic will be platform based agnostic with a large play in the digital and mobile medium. The channel is available across all DTH players including Tata Sky, Videocon, DD Free Dish, Dish TV, Reliance Digital TV and with all cable operators as well.


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