Anil Dhirubhai Ambani Group’s Reliance Broadcast Network Monday said it is entering the regional entertainment space and will launch BIG Magic, a television channel targeted at the Hindi heartland of Uttar Pradesh, Madhya Pradesh and Bihar, on April 4.
The channel will feature locally relevant entertainment around humor, entertainment and music, the company said in a press release.
Reliance Broadcast Network shares rose following the announcement, and at 11:00 hrs were traded at Rs 75.80, up 2.7% from previous close, on National Stock Exchange.
“The Hindi heartland represents 30% of India’s population and by far the most attractive market for advertisers. This underserviced market offers an excellent opportunity to offer audiences entertainment that is tailored to meet their preferences,†Tarun Katial, chief executive officer, Reliance Broadcast Network said.
The three states together account for 13% of the national advertising spends, which is pegged at Rs 23,000 crore, Reliance Broadcast said.
The BIG Magic entertainment channel will be distributed across all cable operators across UP, MP and Bihar, it said.
The company’s foray into regional entertainment television comes on the back of its launch of English language entertainment channels in tie-up with US-based CBS Corp, over the last few months.
Reliance Broadcast had recently also announced that it aims to operate a portfolio of TV channels in tie-up with European entertainment network RTL.
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