The rebranding exercise is aimed at consolidating the channel’s leadership position in the region. The channel, which is the leader with 31% market share, will extend its reach to newer geographies like Eastern UP, and also set up a production unit in Patna
Sarmistha Neogy| Mumbai | August 14, 2014
At the stroke of midnight this Independence Day, the flagship regional entertainment channel from the Reliance Broadcast Network stable – Big Magic Bihar & Jharkhand – will be rechristened as ‘Big Magic Ganga’. 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.
On the reason behind the name change, Tarun Katial, CEO, Reliance Broadcast Network, speaking to BestMediaInfo.com, said, “The Bihar & Jharkhand belt is very fast developing and advertisers are also increasingly looking at this market because of its growing prospects and huge potential. The reason why we decided to go ahead with a name like ‘Ganga’ is that we found that the river Ganga is the ethos of this region and the people residing in this belt have a sense of parochial pride attached to it. With this rebranding exercise, we consolidate our position, strengthen our hold, and cement our leadership position in the region.”
The new logo and the channel’s content were also decided based on the insights from the research. The ‘Big Magic Ganga’ logo encompasses the true essence of the region, which sees the amalgamation of the rising sun, the placid flow of the Ganga and Madhubani paintings. The content, on the other hand, will also reflect the audiences’ feedback, and will be clean, value oriented yet modern. It will be variety filled entertainment which is the essence of the region’s culture.
Larger footprint: Along with the entire rebranding exercise, the channel which is the leader in the Bihar and Jharkhand region with a 31 per cent market share (CS 15-44 SEC ABC Females), will also extend its reach to newer geographies and make its presence felt in the Purvanchal region (East Uttar Pradesh).
The channel will also set up the first ever production unit in Patna, which will help to nurture local talent, while delivering authentic and engaging content to the audiences. “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,” said Katial.
Content strategy: The programming mix of the channel encompasses a variety of content, ranging from crime, reality, music, devotion, movies and mythology. The content line-up is decided based on different consumer insights and with a local touch. Some of the programmes on the channel are ‘Police Files’, ‘Big Memsaab’, ‘Big Bahuria’, ‘Vishwas Se Upar Aastha’ and ‘Family Talkies’.
Katial said, “Content is built keeping the consumers in mind and based on their requirements so that people can relate to it. It is also built around the day-to-day insights of the consumer’s life and also keeping it unique at the same time. This strategy has helped us to be the leader in this region and the second competitor occupies a market share of 25 per cent. Our vision is therefore to provide the audiences an exceptional television engagement, and marketers a platform to ride on.”
Big Magic Ganga has launched an extensive 360-degree marketing campaign, which includes television, outdoor, activations, print and innovations across multiple locations. The channel has also recently inked distribution deals with national DTH platforms like Reliance Digital TV, Dish TV and Airtel Digital TV. Additionally, the channel is available on Hathway, Incable, Manthan, Digicable, GTPL, Siti Cable, Maurya, DEN and other all independent operators.