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Big Magic unveils new logo as part of brand revamp

By Aditi Srivastava , afaqs!, New Delhi | In Media Publishing | June 25, 2015
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As part of the makeover, fresh content will be rolled out in the form of topical, quirky, short-form-based shows, especially in the sitcom category, with a predominant focus on the male audience.

Big Magic, the comedy channel from Reliance Broadcast Network, has unveiled a new logo as part of the undergoing brand revamp. The channel wants to sharpen its positioning in the comedy segment by means of the new logo and fresh content, which will be rolled out in the form of topical, quirky, short-form-based shows, especially in the sitcom category, with a predominant focus on the male audience.

Talking about the need for the new logo, Tarun Katial, CEO, Reliance Broadcast Network, says, ''The new logo has a smiley as its central icon. Hence, it aims to establish a laughing connect with our viewers. Something that is fairly visible and deeply ingrained in their minds is what we are looking at. We want to move all our insignia and identity to connote our association with comedy."

Big Magic

The present logo certainly stands out from the previous one as it has been conceived keeping in mind the usage of emoticons, which are generally used by people to express different emotions in everyday conversations.

Tarun Katial

Paritosh Painter

Katial further adds, ''The channel also intends to rope in all possible forms of cross promotions across TV channels, including the news channels. Not only this, Big Magic will also promote its unique, irreverent offerings across the digital and outdoor space as well."

For the digital platform, short-form topical content in the manner of Laugh Out Loud (LOL) comedy and animated versions of some of the current shows like 'Akbar Birbal' will be rolled out. Towards outdoor publicity, on-ground activations at shopping malls, markets and metro stations across cities will be undertaken. The channel has earmarked 30 per cent of its marketing spends for the current fiscal.

There is also a slew of humorous shows being launched on the channel such as 'The Tonight Show' and 'Actor Calling Actor' (it has garnered immense popularity on radio), among other scripted, non-scripted and sitcom-based shows and PJ content.

Paritosh Painter, network creative director, Reliance Broadcast Network, shares, "From a creative point of view, the channel aims to deliver unpredictable, irreverent and over-the-top content to the audiences - something that's never been seen before. Our content is topical and experiential, and targetted at strengthening our sharpened positioning in the laughter segment."

Radio being a major mass medium has also been used by the channel for its promotional objectives. Comedy is much appreciated and liked on radio; hence, the channel has plans to intertwine radio along with the other TV channels where it would be showcasing its new identity. It would help in establishing a complete shift in its identity through a fresh and differentiated perspective.

"In line with our new campaign, we will continue our commitment to offer a comical line-up of hilarious sitcoms, surprising and unpredictable short formats on topical issues, laugh-out-loud weekend specials and festive specials," adds Painter.

Reliance Broadcast Network is a media and entertainment company with interests in radio, television and television production.

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