ITV

Tag: RBNL

  • RBNL rebrands Big Magic Ganga as Big Ganga

    RBNL rebrands Big Magic Ganga as Big Ganga

    MUMBAI: Reliance Broadcast Network Limited (RBNL) has received approval from the Ministry of Information and Broadcasting (MIB) to rebrand its Bhojpuri channel Big Magic Ganga as Big Ganga.

     

    The network had earlier reached out to the Ministry to allow it to change the channel’s logo and name.

     

    The Big Ganga channel will sport a new logo and the change has primarily been brought about to create a distinction between its two channels – Big Magic and Big Magic Ganga.

     

    Speaking to Indiantelevision.com, RBNL COO Ashwin Padmanabhan said, “This change will not change the ethos of Ganga. We will continue to explore new opportunities and create new shows to give brands a bigger platform to garner more eye-balls.”

     

    The network received the approval in 31 December, and the new look will be unveiled from today (6 January).

  • Big Magic hops back on DD Free Dish to enhance distribution

    Big Magic hops back on DD Free Dish to enhance distribution

    MUMBAI: In a bid to enhance its distribution and reach out to the masses, Reliance Broadcast Network Ltd’s (RBNL) Big Magic has hopped on back to Doordarshan’s free to air (FTA) direct to home (DTH) platform DD Free Dish albeit after making a few key changes in its programming strategy.

     

    It may be recalled that in November this year, Doordarshan deputy director general C K Jain had told Indiantelevision.com that Big Magic had paid a sum of Rs 6 crore in the 24th e-auction to get back on the platform. The channel, which went off DD Free Dish in August this year, began beaming again from today (18 December).

     

    Pertinent to note here in that in its initial days, the pay channel Big Magic was present on the DD’s DTH platform but after thorough introspection, the network decided to take the channel off from the platform in order to rejuvenate its content. The Broadcast Audience Research Council (BARC) India, after rolling out its rural data has changed the entire game plan. DD Free Dish has emerged as one of the premier factors determining a channel’s performance in terms of ratings and hence making it a must for the broadcasters to present on.

     

    RBNL COO Ashwin Padmanabhan says, “It gives the reach, which helps gain viewership, but only if you have quality content in your catalogue. The reason why we went off the platform in the first place was to fill the gaps in our content. The content needs to be a slice of life and topical; only then people will cherish it. We made a gradual move towards more non-fiction from fiction and now we think we have adequate content to go back to the platform.”

     

    The channel banks on the humour quotient, which automatically tilts them towards a predominantly male audience. However, the network is quite clear when it comes to its target group. “We want to reach out to a pan India audience. I agree to the perception that humour as a genre is more male dominant but at the same time, I believe we have a diverse enough catalogue to cater to both male and female audience. Our target audience is both male and female aged between 15 to 45 years,” adds Padmanabhan.

     

    “General entertainment channels (GECs) are heavily female inclined, news channels cater to males, whereas youth channels have their audience cut out for them. Big Magic is positioned in a unique position where we break all such discriminations and cater to all because humour has universal appeal. We plan to strengthen our humour offering by adding more topical content, which people can relate to,” asserts Padmanabhan.

     

    The production cost of a non-fiction show is way higher than fiction content and RBNL, at this stage, is not shying away from spending. 

     

    Padmanabhan says, “Advertisers are excited about the content that we are creating; there is a lot of room for innovations and branded content. Going forward, we can even conceptualise a show sitting together with the advertiser. So we have confidence on our path ahead and hence if strengthening content needs investment we are happy to do so.”  

        

    Big Magic is available across all DTH platforms as well as major cable operators and with the presence on DD Free Dish, the channel’s distribution is well taken care of. However, Padmanabhan was quick to point out that distribution revenue was minuscule at this stage.

     

    The channel currently airs shows like Fakebook, Ji Sirjee, Family Fortunes, Lete Hain Khabar, Comedy Ka Rocket and Nautanki News.

     

    A senior media planner informs, “The ad rate of a 10 second slot on Big Magic during prime time would be somewhere between Rs 4000 – 5000.”

     

    With strong distribution in place and the added platform of DD Free Dish, Big Magic is well poised to take things to the next level in terms of programming content.

  • One week in DD Freedish takes Big Magic Ganga to number two from five

    One week in DD Freedish takes Big Magic Ganga to number two from five

    MUMBAI: Television audience ratings measurement body Broadcast Audience Research Council (BARC) India after the roll-out of its rural data has changed the entire dynamics of television viewership. BARC India’s rural roll-out resonated Bob Dylan’s famous lines in every ear as an alarm. Don’t speak too soon, for the wheel’s still in spin. And there’s no tellin’ who That it’s namin’. For the loser now Will be later to win, For the times they are a-changin. The rural data certainly gave all the followers wings of fire which got them right over the leaders who probably never thought of trailing.

     

    But once that has happened, it was time for the erstwhile leaders to act and act fast before too much damage was done. Big Magic Ganga, the Bhojpuri channel from Anil Dhirubhai Ambani’s broadcast conglomerate Reliance Broadcast Network Limited (RBNL) had been leading the urban tally with over 45 per cent of the viewership share since BARC’s inception. Week 41 ratings of BARC India which had the rural data included in it saw the channel sliding down to the fifth position with a humongous difference when compared to the leaders.

     

    The top brass then got together to work out a strategy and the permutations and combinations lead them to the best friend of rural India – DD Freedish. DD Freedish is Doordarshan’s direct-to-home innovation which enables one to watch content for free. There is only a one time charge that one needs to bear and after that it’s free for life.

     

    “In the urban market we were undisputed number one. But after BARC started to roll out its rural data we lost our position. 85 per cent of the total viewers in Bihar and Jharkhand are DD Freedish subscribers, hence we decided to have a presence on the platform” says RBNL COO Ashwin Padmanabhan  

     

    The decision did not take much time turn the tables, as with a rating of 38455 (000s Sum) the channel leapfrogged to second position, below Bhojpuri Cinema which garnered 41361 (000s Sum) in week 45. “We are happy to see the surge and it has been just a week. The others on the list were there on DD Freedish since a very long time” explains Padmanabhan.

     

    Big Magic Ganga has 5 to 6 hours of original content curated keeping the local sentiments in mind. The programming is also a strong weapon for the channel says Padmanabhan. Elucidating further he says, “From the beginning we have believed that content is what drives the channel to success. We invested on setting up a local team which works extensively to create relevant content. Recently we did a special programme on Chatt and it emerged as one of the top 5 shows in the genre. We will continue to explore and create original content which the viewers will cherish.”

     

    Phase III of digitisation has a deadline of 31 December. Padmanabhan feels that the mandatory shifting to DAS might see a huge number of consumers shifting to DD Freedish. “Buying a set-top box itself is an expensive proposition and after that the cost per house will also go up. Why will people pay more while they can watch content for free on DD Freedish. Having said so, digitization will help us grow the subscription revenue so it’s good for broadcasters” says Padmanabhan.

     

    There is no subscription revenue that comes out of DD Freedish, since it is a free platform. In markets like Bihar and Jharkhand a channel like Big Magic Ganga does not rely on subscription revenue at this stage informs Padmanabhan. The COO says, “Advertisement is directly proportional to viewership and quality of content. Our advertisers are happy to associate with us as they know the content we create is relevant to viewers and hence it provides them the platform to garner eyeballs.”

     

    FMCG leads the tally while is comes to category of advertisers closely followed by automobile companies. Two wheelers and affordable cars are seen frequently during breaks. Local advertisers which want to target that particular audience are also seen frequently between breaks.

     

     

    A media planner on condition of anonymity says, “The ad rates for a 10 second slot in a channel like Big Magic Ganga used to be close to Rs 1000. But after the rural roll-out now it would be somewhere between Rs 2000-3000. Post January we might see a further inclination to the ad rates depending on how the broadcasters plan out their strategy.”

     

    Creating content is not enough to reach out to a huge number. Every initiative needs to be backed by aggressive marketing says Padmanabhan. He further adds, “We believe in marketing each and every product independently. If a particular product needs an aggressive on-ground push, we opt for on-ground marketing initiatives. Depending on the product, we curate our marketing strategy. Radio, print, outdoor, cross network promotions are the mediums that we normally use.”

     

    The COO wants to see the channel an undisputed leader not only in terms of viewership but also content and revenue. “170 – 180 GRP is what I am eying at in terms of viewership while a 200 to 300 per cent surge in the ad rates is my target in terms of ad-revenue growth. I am confident that by January once the new rating phenomenon settles down we will meet the target” Padmanabhan concludes.

  • Big Magic Ganga preps for 4th season of ‘Rasoi Ki Rani’

    Big Magic Ganga preps for 4th season of ‘Rasoi Ki Rani’

    MUMBAI: Big Magic Ganga, the regional channel from the Reliance Broadcast Network Limited (RBNL) stable, is coming up with the fourth season of its show Rasoi Ki Rani – Jeetein Sitaron Ka Dil.

     

    The show is a search for the greatest chef at home who can deliver an experience of the most authentic regional cuisine for celebrity guests. Ripudaman Handa, winner of MasterChef – Kitchen Ke Superstar will host the show, which will also include celebrity walk-in guests.

     

    An extensive 90 day audition phase will be held to select the best candidates. Women from 16 cities of UP, Bihar, Jharkhand, Madhya Pradesh, West Bengal and New Delhi will participate in this reality show. The show consists of three rounds – Interactive Game, Masala Muqabla and Jaika E Bahar. A total of 18 women will be chosen as part of the audition process, out of which four will reach the grand finale.

     

    Big Magic Ganga senior vice president, TV programming Partha Dey said, “The new season ofRasoi Ki Rani – Jeetein Sitaron Ka Dil, is an addition to the already established and immensely popular property. With every new season, our aim is to raise the bar in terms of engagement level with the audience and providing them with lots of entertainment. We are delighted to have Ripudaman Handa, winner of MasterChef – Kitchen Ke Superstar as the host and are certain that he will add a lot of credibility to the show with his vast knowledge and experience. The show is extremely high on aspiration and will definitely create effective integration opportunities for our partners.”

     

    The series will see a robust marketing plan across key markets, which will include high decibel radio promotions and extensive promotion through activation and branding.

  • Big Magic undergoes revamp; observes 30% viewership growth

    Big Magic undergoes revamp; observes 30% viewership growth

    MUMBAI: Comedy is a serious business. It was in the year 2011 when Anil Ambani-led Reliance Broadcast Network Ltd (RBNL) announced its foray into regional television space with the launch of its Hindi entertainment channel – Big Magic (for Central India – MP /UP).

     

    In 2013, tailored to meet the preferences of Hindi speaking markets of India, it was launched across Hindi Speaking Markets (HSM’s) on the back of phase II of cable TV digitisation.

     

    In 2014, it launched as a national general entertainment channel for India, positioned as a humour destination which comprised light relationship dramas, rom-coms, sitcoms, movies and a historical comedy.

     

    This year, it has shed its current logo and gone for a complete makeover by launching a fresh new look and channel identity. The content as part of the renewed strategic vision will be unpredictable, cutting edge, quirky, contemporary, surprising, differentiated, hilarious and entertaining; targeting families, but predominantly the male audience.

     

    With original content including a high degree of humour, viewers will enjoy shows in the sitcom, non-fiction space, focused on building iconic characters which are stand out, quirky and funny. The content offered will be platform agnostic with a large play on the digital and mobile medium.

     

    Research, the key factor

     

    According to RBNL CEO Tarun Katial as the consumers’ taste changes dynamically and quickly, the channel wanted to sharpen its comedy positioning and appeal to the urban audiences’ mindset and bring about a relatable icon in its identity which is emoticon. “Today emoticon is used by everybody and it’s an extremely relatable form of communication amongst consumers,” he says.

     

    Including regulatory approvals, it has been a four month process for the revamp of the channel. Extensive research was done amongst the core TG to understand the kind of comedy and content consumers want. The research showed that the content being desired was extremely dynamic, vibrant, surprising and iirreverent comedy and the logo is build on that thought. The new look has been designed by Purple Pink agency.

     

    Talking about the new look identity, RBNL network creative director Paritosh Painter says, “At Big Magic, we strive to offer comedy content that is fresh, surprising, unpredictable and fully over the top. In line with our new campaign, we will continue our commitment to offer a comical line up of hilarious sitcoms, surprising and unpredictable short formats on topical issues, laugh out loud weekend special and festive specials.”

     

    With the new identity, the channel aims to build a strong line-up of content at both long and short formats. With currently two and half hours to three hours of original content running everyday with shows like Akbar Birbal, Tedi Medi Family, Total Nadaniyaan amongst others, the channel is all set to take the original hours of content to 4 hours a day. Big Magic will launch two new shows in the next couple of months, one of which will be an unscripted show in the late primetime band and an irreverent young comedy in the early evening.

     

    The channel will also air an animated series with Akbar Birbal and bring one of its Big FM 92.7 Radio show – Actor calling Actor on to television.

     

    “On the content front, our attempt is to build a certain amount of iconic characters around male irreverent comedy. We believe that Indians are ready to laugh at each other and themselves. This is predominantly young urban male skewed content that we want to launch,” explains Katial.

     

    In terms of marketing, the channel will strongly focus on digital and mobile. Katial believes that comedy content moves very quickly and goes viral on platforms like digital and mobile. “For us content is marketing and marketing is content,” he says.

     

    Katial further reveals that after Broadcast Audience Research Council (BARC) India started rolling out data, the channel has witnessed a 30 per cent growth in viewership.

     

    For the record, the channel is available across all DTH platforms such as Tata Sky, Airtel Digital TV, Videocon d2h, DD Free Dish, Dish TV, Reliance Digital TV along with all cable operators including the likes of Hathway Cable & Datacom, Incable, Digicable, Den Networks, 7 Star, ABS, Siti Cable, Star Broadband and GTPL amongst others.

  • Our aim has always been to diversify humour genre: Tarun Katial

    Our aim has always been to diversify humour genre: Tarun Katial

    2014 was a fantastic year for Big Magic as we expanded reach and launched as a national entertainment channel positioned as the one stop destination for humour. Our journey has been excellent; we have not only performed in terms of numbers but have also won the affinity of our viewers. We ranked ninth within the leading channels which is a commendable start in spite of the clutter in the entertainment market

    After receiving phenomenal success in the regional belt, it was a logical step for us to go national. It was the perfect time as digitisation was getting implemented in key markets, which has helped us to reach out to a larger spectrum of audiences. With strong presence in HSM and PHCHP markets, our main focus was to create brand equity for the channel and newly launched shows. Each show has been conceptualised on the basis of market insights, derived from in-depth research amongst our core TG. The current offering on the channel has been a concoction of traditional celebrations peppered with comedy which has resonated excellently with the entire family. Our shows like Akbar Birbal, Ajab Gazab Ghar Jamai and Uff Yeh Nadaniyaan have been a huge hit amongst all age groups.

    Our aim has always been to diversify humour genre and explore the untapped opportunities. In the new year – the promise is to deliver more chatpata content living up to the expectations of our viewers with season wise programming focus across our popular shows.

    Hits and Misses

    One of the catalysts for our success has been the channel’s proposition of serving clutter breaking and fresh content in the humor space e.g. India’s first historical comedy – Har Mushkil ka Hal Akbar Birbal. In terms of the overall performance, Big Magic demonstrated an impressive 48 per cent growth in its viewership along with a staggering reach in 85 million Indian households. At present the channel delivers a 10 per cent unduplicated incremental reach across the markets of UP, MP and Rajasthan, when compared to the top six GECs. The exuberant performance of Big Magic has also garnered interest amongst leading advertisers and marketers, resulting 100 per cent ad inventory.

    Apart from HSM and having focused on distribution and marketing, we are experiencing new viewers from Maharashtra, Gujarat and other parts of the country. A major milestone for us was the launch of Big Magic International in US, Canada and Australia to tap Indian diasporas.

    As we know the route less travelled is always difficult, and it was no exception for us. One of the major challenges we faced was the stiff competition from the leading broadcasters. When we entered the market, it was already cluttered, but with our innovative programming strategy and robust distribution in place, we emerged as a leading contender. Another obstacle we faced was establishing the brand lineage in the markets where our competition has been the leader, but with steady performance we see positive reaction across these markets as well.

    In a nutshell

    We have seen positive synergises between radio and television which has further consolidated our position as the leading media network. With successful implementation of digitisation, the television network witnessed further boost.

    With the new government, the corporate world is optimistic, instilling positive sentiments amongst national and international investors. This year also saw e-commerce industry emerging as one of the highest spenders across advertising platforms especially on television. These factors will further help to boost industry.

    We also saw the launch of many general entertainment channels, but future will belong to the segmented channels offering niche content. Overall, Big Magic saw a promising year with new show launches – Har Mushkil Ka Hal Akbar Birbal and Bal Gopal Kare Dhamaal.

    92.7 Big FM has maintained leadership in share and some shows as Suhana Safar and Breakfast shows continue to rank as number one in the Mumbai and Delhi market. New properties as Big Green Ganesha, Big Green Durga that raised concern for the environment is our focus area, going ahead. New show launches as Seher with Anup Jalota has started rating well too.

    In 2015 broadcasters will focus on newer formats, as content will drive engagement and growth. Comedy as a genre will further see diversification and will continue to move north on the rating charts.

    (These are purely personal views of RBNL CEO Tarun Katial and indiantelevision.com does not necessarily subscribe to these views.)

  • RBNL launches in-house division for ‘trade solutions and account planning’

    RBNL launches in-house division for ‘trade solutions and account planning’

    MUMBAI: Reliance Broadcast Network Limited (RBNL) has launched an offering for its clients, with a dedicated division for ‘trade solutions and account planning’.

    With the intent to leverage the overall strength of RBNL, to provide strategic media solutions to clients, the move will see the strategy and solutions team coming together to deliver value to marketers, that goes beyond the customary FCT purchase. The functioning of the team comes into play with immediate effect and is poised to change the way media platforms provide services to clients. The team will be led by RBNL network strategy and service head Sunil Kumaran.

    The division will provide marketers associating with RBNL a much stronger proposal to increase the effectiveness of the media plans. This will be done through a deeper understanding of content, media consumption and local consumer insights which RBNL has acquired over the years of its existence and a strong radio entity.

    Speaking on the initiative, Kumaran said, “The idea is to ensure that partners investing in our brands are getting the best value. Over the years with our research, strategy and creative teams we have built a much deeper understanding of consumers and how they engage with media, how creative propositions can improve campaign effectiveness and how performance of our stations and channels can be effectively put to use to provide a strong marketing solution for client.  This division will focus on utilising this expertise to service clients partnering with us.”

     

  • RBNL inducts new talent for growth of TV business

    RBNL inducts new talent for growth of TV business

     MUMBAI: Big Magic, the flagship entertainment channel from Reliance Broadcast Network has roped in Sahil Kangotra as its business head and Shalini Gupta as chief marketing officer for the television networks: Big Magic, Big Magic Ganga, Big Thrill and Big Magic International.

    In their respective functions, Kangotra and Gupta will report to RBNL COO Lavneesh Gupta and will be the torchbearers, leading the television team through its next level of growth. Having successfully created radio network 92.7 Big FM, Reliance Broadcast Network is poised to drive growth and profitability for its TV business.

     An IIM Lucknow alumnus, Kangotra joins RBNL from ICICI Lombard GIC where the last position held was in the capacity of corporate solutions group VP. With over 12 years of work experience Kangotr’s expertise lies in building growth through effective trouble shooting and leading through people management.

    Kangotra said, “I am excited about my foray into the broadcasting space and there could be no better Company than Reliance Broadcast Network, which is at the hub of the media evolution. I look forward to complementing the team’s strengths and adding value, to create optimal results for the business.”

    Gupta, an MBA in marketing, with her extensive experience of over 15 years, will be responsible for driving market share and viewership along with creating brand saliency and buzz for the television network. She has been associated with brands/organisations as Bharti Airtel, Loop (BPL) Mobile, Parle Agro and Grey Worldwide across various roles.

    Gupta stated, “I look forward to driving growth and higher market share for the television network and carve a distinct brand identity within the huge media clutter. Along with the leadership innovating team, I endeavour to create another success story for the television business.”

    The COO said, “Shalini and Sahil each bring on board extensive and diverse experience which will further augment our brand’s growth and performance. It is our immense pleasure to announce their association with our television business, and we are confident that their proficiency will enable us to lead us to our next level of growth.”

     

  • Bhawana Somaaya appointed Entertainment Editor for 92.7 BIG FM

    Bhawana Somaaya appointed Entertainment Editor for 92.7 BIG FM

    MUMBAI: 92.7 BIG FM, India’s No. 1 and largest radio network, today announced the appointment of veteran journalist, critic, author and historian Bhawana Somaaya as Entertainment Editor. Bhawana-ji as she is fondly referred to in the office, has been associated with 92.7 BIG FM since 2009 in the capacity of Film Expert, sharing her credible film reviews, along with fascinating trivia on Bollywood. With this move, she will now be responsible for developing insights along with the team, delivering to audiences a more engaging and enhanced aural experience.  In her role as entertainment editor, Bhawana-ji will be an integral part of the think-tank for all entertainment related shows and activities of the business. She will also play an important part in bringing newer perspectives and providing inputs and insights on all shows related to Bollywood.

     

    Speaking of her appointment, Bhawana Somaaya stated, “RBNL is a powerful force and the organization has talent in every department. I’ve been working closely with the organization and I’m of the view that the office has a great vibe and an energetic environment. There is music all the way here, from the moment that I step out of my car till the time I’m seated inside the office. I’m grateful to have received this opportunity and I bring my sincerity to the work that this organization does. RBNL enriches my vision and I’m elated to begin my journey here and furthermore reinvent myself with a new medium and a new language.”

     

    Bhawana began her career as a reporter with Cinema Journal, an entertainment supplement of Free Press Journal back in the 70s and fast evolved into a renowned film critic in the industry. She later joined Movie as Assistant Editor and in a matter of just 4 years, she was promoted to the position of Joint Editor. Eventually she moved to Screen, the film weekly of the Indian Express Group as Editor in Chief. She has made significant contributions to the entertainment sector including writing 12 books, the last one titled Talking Cinema which released in October last year.

  • Big Magic Bihar & Jharkhand gets a new name – Big Magic Ganga

    Big Magic Bihar & Jharkhand gets a new name – Big Magic Ganga

    MUMBAI: At the stroke of midnight this Independence Day, the flagship regional entertainment channel from the Reliance Broadcast Network Ltd (RBNL) stable – Big Magic Bihar & Jharkhand – will be donning a new identity as ‘Big Magic Ganga’.

     

    With this move, it further extends reach to newer geographies with its presence in the Purvanchal region (East Uttar Pradesh). The new name is accompanied with a revamp of the channel’s logo and packaging ensuring greater aesthetic appeal amongst its core audience.

     

    Commenting on the new change RBNL CEO Tarun Katial said, “Big Magic Ganga delivers to audiences an authentic, highly engaging entertainment destination which has made it the number one channel of the region. Our production set up in Patna is part of our long-term commitment to grow this regional market while creating excellent opportunities to hone skills of local talent. With this re-branding exercise, we consolidate our position, strengthen our hold, and cement our leadership position in the region. It remains our endeavor to offer audiences exceptional television engagement, and marketers a great platform to ride on.”

     

    Accelerated with a high definition drive, Big Magic Ganga has launched a 360 degree marketing campaign, which includes television, outdoor, activations, print and innovations across multiple locations.

     

    The channel also set up the first ever production unit in the city of Patna to ensure credible and veritable content, Big Magic Ganga will feature locally shot programming. The diverse content of the channel encompasses a wide slate ranging from crime, reality, music, devotion, movies to mythology.

     

    The name ‘Ganga’ was derived after a focused qualitative study, group discussions and expert interviews undertaken by research agency Dragon Fly, which tested several options for names as well as channel positioning in the market.

     

    Big Magic Ganga also recently inked distribution deals with national DTH platforms like Reliance Digital TV, Dish TV and Airtel Digital TV. Additionally, it is available on Hathway, InCable, Manthan, Digicable, GTPL, Siti Cable, Maurya, DEN and other all independent operators.

     

    The channel holds a 31 per cent market share in the Hindi belt (UP, Bihar, Jharkhand) among the regional players and will also enter Eastern UP or the Purvanchal region.