GECs
RBNL all set to relaunch Big Magic
MUMBAI: Indeed, good decisions lead to great success. Getting into the stable of one of India’s leading media conglomerates has opened up several opportunities for Reliance Broadcast Network Ltd (RBNL).
After the acquisition deal with ZEEL, RBNL is all set to relaunch its Hindi general entertainment channel, Big Magic with a new programming line-up in March.
ZEEL acquired the TV business of RBNL which includes two channels — Big Magic and Big Ganga. Big Magic, a comedy channel catering to the Hindi-speaking markets, has now been revamped into a variety entertainment channel. On the other hand, Big Ganga is a Bhojpuri entertainment channel which caters to the television audience of Bihar, Jharkhand and eastern Uttar Pradesh.
The channel has already started revamping the content and its latest offering ‘Akbar’ is a part of the new offering. The show aims to unravel the prodigious journey of the Mughal emperor right from the days of his childhood, and traces his path to the throne in a manner that has never been projected before, on Indian television.
Speaking to Indiantelevision.com, RBNL CEO Tarun Katial said, “We are prepared and gung-ho about relaunching Big Magic. Recently, we launched Akbar which is a historical show. Three-four big shows are in the pipeline for the relaunch.”
The channel is not only changing its programming but also expanding its time band. “We are making it wider and deeper as we are increasing the number of hours of programming. We will add variety to it,” he added.
Also Read:
Big Magic to air ‘Akbar’ from 20 Feb
BIG Magic acquires ‘Boonie Bears’ exclusive FTA rights
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
