More often than not, radio has drawn its content from properties created primarily for the audio-visual medium. Now, the tables seem to have turned.
Big Magic, the latest television offering from Reliance Broadcast Network Limited (RBNL), will adapt popular shows of Big FM, RBNL's radio offering, to feed into its original programming line-up.
Speaking to afaqs!, Sunil Kumaran, business head, Big Magic, says, "The successful Big FM shows will have their visual versions played on the channel. This is an advantageous move for us, since it will give us the facility to cross promote."
Meanwhile, RBNL has inked one-year music deals with the industry's music giants, T-Series and Yash Raj Films, for music videos to be played on Big Magic.
Kumaran says, "T-Series and Yash Raj Films put together cover a large part of the music industry, and this alliance allows us to handpick music across eras, which will appeal to the preferences of the local populace."
About 40-50 per cent of Big Magic's programming line-up will comprise music content acquired from YRF and T-Series.
Meanwhile, Big Productions and Big Synergy will mostly produce the non-music content. "We are also acquiring some," adds Kumaran.
Positioned as a light entertainment channel, Big Magic will initiate its non-music programming with the reality genre; and with time, will also get into fiction.
Big Magic will serve the core Hindi heartland of Uttar Pradesh (UP), Madhya Pradesh (MP) and Bihar and offer content across music, movies and comedy shows, tailored to meet local tastes.
Big Magic has tied up with all major cable operators across UP, MP and Bihar, including DEN, Digicable, Wire and Wireless (India) Limited (WWIL), and Hathway. The channel, to be placed on S-band, will reach out to approximately 10 million households in the Hindi heartland.