RBNL launches hybrid channel for intl markets, first stop is Canada

MUMBAI: Reliance Broadcast Network (RBNL) has created a hybrid channel mixing entertainment content from Big Magic, business news from Bloomberg UTV and some of its owned televised awards and special shows.

The channel, Big Magic International, will launch in Canada and then move on to other international markets like the US, Middle East and Australia.

"About 60-70 per cent of the channel?s content will be from Big Magic. The intellectual property shows and business news from Bloomberg UTV will make up the remaining quotient of the content," said RBNL?s spokesperson.

Helping the launch in Canada will be Ethnic Channels Group (EGCL), a Canada-based television broadcasting, distribution and communications company that specialises in multicultural television channels for the North American market. The channel will be available across all major distribution platforms like Rogers Cable, Bell DTH and Bell Fibe.

"We will reach a relevant audience base of 0.2 million across these platforms. The revenue model is based on subscription and ad-sales," RBNL said.

Big Magic International has been tailored after closely mapping the entertainment preferences of the South Asian audiences in Canada. According to market estimates, the South Asian population in Canada is 1.2 million, accounting for 5 per cent of the country?s population.

Big Magic International?s programming will include a mix of daily sitcoms, shows on varied genres ranging from socio-mytho, dramas and crime.

RBNL?s intellectual property vertical?s televised award shows providing entertainment doses from across India include India?s Sexiest Bachelor, India?s Glam Diva, I Love Style, Big Hindustan Rising Star Awards, Big Hindustani Music Awards and Big Bangla Music Awards. Additionally, the channel will also feature shows that will appeal across age groups like stand-up comedies and cultural quiz shows.

RBNL believes the channel?s differentiator will be the half-hour updates from the Indian capital markets from Bloomberg UTV - India that will air thrice a day. The channel will also air a special weekend feature show created around the Indian business world and investments in India.

RBNL CEO Tarun Katial, CEO, said, "We are happy to reach out to the Canadian market with Big Magic International which has been designed to fulfil the need gaps in the infotainment genre for South Asian audiences there. The channel will bring an increasing variety of fresh and relevant programming to the viewers which will include not just entertainment but also daily business updates from India. With this move, we are optimising the use of our robust and extensive content library to reach out to both viewers and marketers in the market. The launch of Big Magic International opens new and exciting opportunities for the execution of our expansion and growth strategy."