LONDON — India’s Reliance Broadcast Network will relaunch Bollywood music channel Imagine Showbiz as a Hindi-language general entertainment channel called Big Magic on April 4.
Reliance had acquired Showbiz from Turner in January for approximately $5 million. Big Magic will focus on the country’s Hindi heartland comprising the states of Uttar Pradesh, Madhya Pradesh and Bihar. The content will feature humor, music and Bollywood.
RBN CEO Tarun Katial said: “The Hindi heartland represents 30% of India’s population and by far the most attractive and lucrative market for advertisers. This underserviced market offers an excellent opportunity to offer audiences entertainment that is tailored to meet their preferences.”
Big CBS, Reliance’s joint venture with CBS, has two English-language channels in India with a third due shortly. The company’s recent joint venture with German giant RTL will see two more English-language channels launched this year, with plans for Hindi and other Indian language channels down the line.