Big Magic adds three new shows to its portfolio

The channel will launch three new fiction shows - Raavi, Nadaaniyaan and Maahi Sagar.

Reliance Broadcast Network's (RBNL) regional general entertainment channel for the Hindi speaking heartland of central India, Big Magic, will launch three new shows this month. While two of them, titled Raavi and Nadaaniyaan, will be launched on September 9, the date of launch for the third one, Mahi Sagar, is not announced yet.

According to Sunil Kumaran, business head, language TV, RBNL, the channel plans to get into the national market in a big way and the shows are an attempt in that direction. All three shows are targeted at the 15-35 years old, SEC ABC females and males.

Raavi is a "witty", "quirky" story of a girl who grows up disguised as a boy in a Punjabi household, outwitting and challenging the norms. The show will be aired Monday to Friday at 7 pm and replace Big Fame Star, which ceased telecast last week.

Although there is no non-fiction property on the channel, Kumaran adds that Big Magic is finalising a reality show for weekends. As of now, the channel airs catch-ups, best of the fiction episodes and movies during weekend time band.

Nadaaniyaan is a dialogue-based comedy show. The channel had earlier aired a show of the same name, which was a Pakistani format aired in India. This time, the channel has bought the rights of the show and has re-produced it in India. "The story centres around a family of three - husband, wife and brother-in-law whose conversations and situations promise to keep viewers in slits," the company says in an official statement. It will be aired Monday to Friday at 10 pm.

Meanwhile, Mahi Sagar is the story of a cheerful and carefree village girl who is pitted against a political heavyweight mother-in-law.

"The shows are designed to appeal to the sensibilities of the modern day audiences across HSMs. We developed these concepts basis extensive research and tested them thoroughly. The channel promises to offer a complete entertainment package," adds Kumaran.

The shows are being marketed across the RBNL network, with spots on its radio channel as well. The company will soon launch a 360-degree marketing campaign announcing the new shows.