GECs

Big Magic: Carving a niche for itself

Published

11 years ago

December 2, 2014

MUMBAI: From comical line up to festive specials and blockbuster films, it is a channel which tags itself as the one stop destination for humour. Big Magic, initially launched in Uttar Pradesh in 2011 but spread its wings as it gained popularity in the Hindi speaking belt, boasts of creating clutter breaking and fresh content for the viewers in the humour space.

In the general entertainment channel (GEC) space, it might be a new entrant but has been able to make inroads through its popular shows like Har Mushkil ka Hal and Akbar Birbal. So much so, that in week 45 of TAM TV ratings, the channel recorded a growth of 22 per cent.

So what has helped the channel achieve these heights? It is its wide variety of three hours of original programming. From India’s first historical comedy Akbar Birbal to Uff! Yeh Naadaniyaan, from Ajab Gajab Ghar Jamai to Mahi Sagar and Raavi, it fulfils the entertainment needs of the entire family.

And to further strengthen its primetime band, the channel is set to launch Bal Gopal Kare Dhamaal, pegged on the unique equation between a common man and God in modern settings. It is slated to go on-air from 22 December, five days a week at 8.30 pm.

The new show aims at re-creating the Arjun and Krishna equation from the Mahabharat. Says the channel’s creative director Uditanshu Mehta, “The HSM is skewed towards religion, devotion and festivities and with this show, we will cover all these, along with a dash of humour in it. It will offer audiences a truly engaging watch.”

Mehta reveals that the channel does an extensive research on a regular basis as it is very critical in every business. Two months ago, the channel head met to discuss the research insights on what the audience is thinking. The research is either done by the channel itself or by the creative agency, Grey Worldwide India, and the media agency MEC.

“Faith is a sure shot way of attracting audiences like festivals are. We research through CHV’s, focused group discussions and extensive market visits to understand the pulse of the audience and their entertainment preferences,” elaborates Mehta.

With Baal Gopal… the channel feels its entire primetime band will be complete. Mehta states that the story is based in Allahabad and teaches life’s simple lessons like karma. The show will be marketed through a 360 degree multi-media engagement plan, which will cover television, print, radio, cinemas, retail touch-points, outdoor and digital. Also extensive on-ground connect in the HSM will be made. “We will focus spends in our core markets of UP, MP, Rajasthan and Punjab,” says Mehta.

Mehta feels that comedy as a genre has really picked up in the recent past because of various innovations across channels. “Overall contribution to GRP’s is coming from genres beyond soaps and reality. Comedy is an opportunity, which sees lesser clutter and hence an opportunity in this segment is challenging. For us, we want to offer audiences a destination for rejuvenation,” he says.

In recent months, the channel has fortified its position across the HSM spreading laughter to over 85 million Indian households. It delivers a 10 per cent unduplicated incremental reach across the market, when compared to the top six Hindi GECs.

Moreover, the channel has demonstrated a 122 per cent viewership growth over the past six months. The channel’s Time Spent per Viewing (TSV) averages at around 70 minutes. Mehta says, “We want to take this up gradually. We are growing block by block and looking at increasing our original content too.”

He recalls the moment when the channel went to comedy from generic in April, this year. The challenge according to Mehta was to turn the existing shows also into comedy. The other challenge was putting up shows and making sure that they are successful.

It is slowly concentrating and building its weekend slot. With ‘Shahi Shanivar’ of Akbar Birbal specials every Saturday from 9pm to 10 pm, plus one-hour special on Mahisagar and one-hour story-of-the-week on Raavi, it aims to achieve it soon.

The channel plans to add original hours of programming in the coming year. At present, the prime time starts at 7 pm and ends at 10 pm and it plans to extend it beyond 10 pm. It already has two-three shows in the ideation stage. Along with growth in terms of viewership, Mehta reveals that the channel has made great progress on the distribution front. “Initially, there were a couple of distributors, who were not carrying the channel. But now it’s sorted and we should be on Tata Sky, soon.”

It is available across all major distribution platforms including Reliance Digital, Videocon d2h, Airtel Digital TV, DEN, Hathway, Siti Cable and InCable. To ensure wider reach into the HSM, it is also available on DD Freedish.

He believes digitisation has clearly made distribution democratised and while placement is still expensive, distribution is not. “If the content is differentiated then placement is not a key challenge. In fact, we have had a reduction in our carriage fees dramatically over the years,” he reveals.

Up Next

Zee Khana Khazana nurtures to-be moms and their babies

Don't Miss

Broadcasters want tariff to be left to market forces

Click to comment

GECs

Sun TV posts steady revenue, profit dips amid rising costs

Published

2 days ago

February 7, 2026

indiantelevision.com Team

CHENNAI: It appears there is still plenty of Sun to go around in the Indian broadcasting landscape, even if a few clouds have drifted across the financial horizon. Sun TV Network Limited, the Chennai-based behemoth that dominates airwaves across seven languages, has tuned into a steady frequency for the quarter ending 31 December 2025. While the numbers show a resilient revenue stream, the company’s latest broadcast reveals a few static-filled spots in its profit margins.

For the quarter in question, Sun TV’s total income climbed by approximately 3.31 per cent, reaching Rs 958.39 crores compared to Rs 927.66 crores in the same period last year. Revenue from operations also saw a healthy bump, rising 4.32 per cent to Rs 827.87 crores.

The real star of the show, however, was domestic subscription revenue, which surged by 8.86 per cent to Rs 472.99 crores. This growth highlights the enduring appetite for Sun’s diverse content, which spans everything from daily soaps in Tamil and Telugu to its burgeoning OTT platform, Sun NXT.

Despite the revenue growth, the picture quality of the profits was slightly blurred by rising costs. Eitda for the quarter stood at Rs 409.79 crores, a dip from the Rs 432.14 crores recorded in the corresponding 2024 quarter.

The profit after tax followed a similar downward trend, settling at Rs 316.44 crores against the previous year’s Rs 347.17 crores. Advertisers also seemed to have switched channels slightly, with advertisement revenues sliding to Rs 291.94 crores from Rs 332.17 crores.

Sun TV isn’t just playing on home turf; its sporting ambitions are becoming increasingly global. The network now owns three major cricket franchises: SunRisers Hyderabad in the IPL, SunRisers Eastern Cape in SA20, and SunRisers Leeds Limited in The Hundred (UK).

The foray into British cricket saw the company acquire a 100 per cent stake in Northern Superchargers Limited (now SunRisers Leeds) for approximately £100 million. While these franchises brought in Rs 14.61 crores this quarter, they also incurred corresponding costs of Rs 19.89 crores. Over the nine-month period, however, the cricket business is a major player, contributing Rs 487.64 crores in income.

The company’s bottom line took a minor hit from exceptional items, including a Rs 4.23 crore charge related to India’s new Labour Codes, which consolidated 29 existing labour laws. Additionally, the consolidated results reflect the amalgamation of Kal Radio Limited with Udaya FM, a move that became effective in May 2025 and required a restatement of previous figures.

To keep investors from reaching for the remote, the Board has declared an interim dividend of 50 per cent, that’s Rs 2.50 per equity share. This comes on top of earlier dividends of 100 per cent (Rs 5.00) and 75 per cent (Rs 3.75) declared in August and November 2025, respectively.

With a massive cash reserve and a dominant position in the South Indian market, Sun TV continues to shine, even if the current quarter required a bit of fine-tuning. For now, shareholders can sit back, relax, and enjoy the show.

GECs

SPNI hires Pradeep M with responsibility for standards and practices in the south

Published

5 days ago

February 3, 2026

indiantelevision.com Team

MUMBAI: Sony Pictures Networks India has hired Pradeep M to handle standards and practices for its southern market, bolstering its compliance bench as content rules tighten across platforms.

Pradeep, who has nearly 13 years in the entertainment media industry, takes on responsibility for content standards in a region that is both linguistically diverse and regulatorily sensitive. His brief spans television, OTT, sports and digital platforms.

He specialises in content review and compliance across shows, commercials, on-air promotions and international feeds, ensuring alignment with broadcast, OTT and advertising codes. He has also handled brand approvals and sponsorship integrations for heavily regulated categories—including online gaming, cryptocurrency, NFTs and lottery brands—offering guidance shaped by fast-evolving rules.

Before Sony, Pradeep worked at Jiostar as assistant manager for content regulation from November 2024 to January 2026. Earlier, he spent nearly seven years at Viacom18 Media, rising from senior executive to assistant manager in content regulation between 2018 and 2024. There he served as a key compliance touchpoint for the network.

His career began on the creative side. Between 2013 and 2018, he worked as executive producer on feature films and television shows, gaining hands-on exposure to production. He also had a stint as a non-fiction show director at Star TV Network in 2017. That mix of creative and regulatory experience gives him a dual lens—how content is made and how it must be managed.

As regulators, platforms and advertisers all tighten the screws, broadcasters are investing more in gatekeepers who can keep creativity within the lines. Sony’s latest hire shows where the industry is heading: in the streaming age, compliance is content’s quiet co-star.

GECs

Colors Gujarati rolls out two new shows from 2nd February

Published

6 days ago

February 2, 2026

indiantelevision.com Team

MUMBAI: Colors Gujarati has unveiled two new prime-time shows as part of its push to strengthen culturally rooted storytelling for regional audiences. The channel will premiere the devotional saga Gangasati–Paanbai at 7.30 pm, followed by the romantic family drama Manmelo at 9.30 pm from February 2.

Inspired by Gujarat’s spiritual and literary heritage, Gangasati–Paanbai: Shyam Dhun No Navo Adhyay draws from the timeless bhajans and poetry of saint-poetesses Gangasati and Paanbai, weaving devotion and human values into a contemporary narrative aimed at younger viewers.

In contrast, Manmelo explores love and responsibility across social divides, tracing the lives of three middle-class sisters whose relationships with three affluent brothers reshape their futures. The show delves into ambition, emotional conflict and the realities of married life, offering a layered family drama.

A Colors Gujarati spokesperson said the new launches reflect the channel’s commitment to authentic Gujarati entertainment that blends cultural values with modern storytelling.