Reliance speaks in Bhojpuri

Written by Banasree Purkayastha | Updated: Jan 22 2013, 07:00am hrs
Continuing with its march into the Hindi heartland, Reliance Broadcast Network Ltd (RBNL) has launched a Bhojpuri language channel called Big Magic Bihar and Jharkhand. The channel will reach audiences not only across the larger markets of Dhanbad, Muzaffarpur, Gaya, Bhagalpur, Arrah, Jamshedpur and Ranchi, but will also penetrate deeper into the tier 2 and tier 3 towns of Bihar and Jharkhand. The broadcaster already has two channels Big Magic and Big RTL Thrill which have helped it establish itself as a strong regional player in central India.

Speaking at the launch, Sunil Kumaran, business head, regional TV, Reliance Broadcast Network said, Big Magic Bihar and Jharkhand is RBNLs first foray into the Bhojpuri entertainment space. We believe there is tremendous potential in the regional markets and it is these emerging markets such as Bihar and Jharkhand, which are delivering enormous growth both in terms of audience maturity as well as marketers increasing demands to reach these markets.

The Bhojpuri television entertainment space already has several channels such as Anjan TV, Hummra M and Sangeet Bhojpuri besides first mover Mahuaa TV, but RBNL is unfazed about the competition. Some of the older channels that have traditionally done well are on a steep decline, while some of them are relatively very small players, pointed out Tarun Katial, CEO, Reliance Broadcast Network. There is an opportunity and need for a focussed offering for the market with strong content backed by a deep understanding of audience preferences. We have the lineage of our radio brand and the Big Magic offering. We have a comprehensive and deep understanding of the region and have tailored shows basis strong local insights, which have worked exceedingly well for us. We will replicate the same for Big Magic Bihar and Jharkhand, where we will offer audiences entertainment of their choice and marketers, with opportunities that allow them to reach their consumers effectively.

According to RBNL, Big Magic Bihar and Jharkhand is poised to become the entertainment destination channel for audiences in the 25-44 years age group across socio-economic categories A, B, C and D. The response from both advertisers and the media fraternity has been extremely encouraging. Bihar and Jharkhand region have been traditionally media dark markets and an effective media platform is receiving very positive feedback, said Katial. Bihar and Jharkhand attract marketers who are targeting mass audiences. FMCG, food and beverage, automobile, government, infrastructure, consumer durables are some of the key categories.

While several shows from the mother channel, Big Magic, will be extended to the new channel, its content will be in the local dialect of Bhojpuri with fresh production of shows relevant to this region. Some of these shows include Police Files with Bhojpuri superstar Ravi Kishan, Pyaar Ya Dehshat with folk-singer Malini Awasthi, superhit Bhojpuri films, special Bhojpuri music shows such as Magic Top 20, popular reality show BIG Memsaab, upcoming youth talent hunt Big Fame Star and another unique property called the Big Annual Kids Talent Awards.

The channel will be distributed across 80 networks of the region, reaching 77 towns across Bihar and Jharkhand. The channel will be also distributed across local cable networks like Maurya, DEN, Darsh, etc., and will also be available on Reliance Digital TV.