Reliance Broadcast's BIG Magic enters US

Just after a few months of launching its hybrid channel, BIG Magic International, in Canada, Reliance Broadcast Network Ltd (RBNL) has signed an exclusive deal with Dish Network to launch the channel in the US.

RBNL, part of the the Anil Ambani-led Reliance Group, classifies BIG Magic as a customised channel offering a blend of variety entertainment, infotainment and business news from India.

BIG Magic will have to compete in a market where Zee TV, Star Plus, Sony Entertainment Television and Colors are already present and well established. However, the company is placing its bet on the fact that all those are pure general entertainment channels, while BIG Magic will be a hybrid channel.

RBNL says the exclusive partnership with Dish Network, “the largest DTH platform for the South Asian diaspora”, will ensure it reaches a sizeable and relevant audience base in the US.

“We should be on Dish Network by October 15. The best part of the market is that it is already digitised, which makes it far more stable. We are looking at substantial subscription revenues. Also, the content will have significant appeal to the South Asian diaspora with the unique entertainment and business news content,” RBNL Chief Executive Officer Tarun Katial told Business Standard.