Our Businesses - BIG MAGIC


BIG Magic marked the entry of RBNL into the Hindi GEC (general entertainment channel) space. It is positioned as a General Entertainment Channel featuring regional family dramas, crime shows, sitcoms, reality shows and weekend blockbuster movies. The channel's prime time shows are targeted at the 15-35 SEC ABC audiences, providing advertisers with an ideal platform to create greater impact. The channel derives huge synergies with RBNL's already well-established radio brand - 92.7 BIG FM, the leading radio network, which together offer a unique advertising platform to brands and combined with holistic properties executed in the region, deliver incomparable value to advertisers. The Channel has also launched BIG MAGIC Bihar and Jharkhand, with programming tailored for the Bihar and Jharkhand region.

The Channel has also expanded internationally to markets like the US, Canada and Australia, which have an enormous South Asian Diaspora. Named BIG MAGIC INTERNATIONAL, the Channel has been customised to ensure it offers the perfect blend of variety entertainment, infotainment, and business news from India designed to resonate excellently with its target audiences.

The opportunity for BIG MAGIC comes from:

  • Marketers increasingly recognizing and leveraging regional preferences in their product mixes
  • The significant importance and size of these states as consumer markets
  • The cultural homogeneity of these regions allowing for targeted and relevant content
  • The absence of a true regional TV platform which super serves these markets