Reliance’s Big Magic International enters the US

Within a quarter of Reliance Broadcast launching Big Magic International in Canada, the company has announced its entry into the US. Big Magic International is targetted at the South Asian Diaspora in the US. The channel has appointed Mediamorphosis LLC as its exclusive advertising agency for the US market.

Reliance has entered into an exclusive partnership with the largest DTH platform for the South Asian Diaspora – Dish Network – for Big Magic’s US foray. The programming will feature entertainment shows from the library of Reliance Broadcast Network and daily business news from Bloomberg TV India.

Big Magic International will be part of the Hindi Mega Pack on Dish Network in the US. The channel will also be available as an a la carte channel by optimising Reliance Group synergies with Big Flix Video on Demand. The channel will also be available on Dish Network’s IPTV offerings through the Mega Pack.

A core USP of the channel will be three fresh, 30-minute updates each day with the latest news from the Indian capital markets. The Channel will also feature a special weekend feature show created around the Indian business world and investments in India, along with some of the key shows from the Bloomberg TV India stable.

Speaking on the US foray, Tarun Katial, CEO, Reliance Broadcast Network, said, “Backed by the success that Big Magic International has seen in Canada, we are excited to be entering the key market of United States. We have strategically activated all levers ranging the product content, distribution partners and ad sales agency, after mapping the market to understand what it can deliver for us. We are confident of the channel resonating well with audiences, while offering an effective platform to marketers. We are progressing as planned, with our international expansion and growth strategy and look forward to continuing to deliver value to all our stakeholders.”