Mumbai: BIG MAGIC, India?s first variety entertainment channel for the core Hindi heartland from the Reliance Broadcast Network stable, featuring locally relevant entertainment around Humor, Movies, Reality, Talent Hunts and Action Sports, is now the most watched TV channel with 1.14 Cr of cumulative audiences (4 week average) in the Hindi Heartland thus fortifying its position as the No. 1 Channel in the region. Latest TAM results Week 12?12 demonstrates a tremendous increase in reach. The quick growth of the Channel can be attributed to its locally produced shows BIG Bal Kalakar, Hasya Panchayat and newly launched shows Hum Hai Bajrangi and Police Files. The channel continues to stay ahead of long established channels like Mahuaa, Dabaang, Sahara Samay, ETV UP, ETV Bihar, ETV MP etc.

BIG MAGIC?s locally relevant devotional children singing talent hunt show, BIG Bal Kalakar built around the thought of Sangeet Main Sanskaar, has demonstrated phenomenal growth with 45L viewers, striking a chord with audiences. Hasya Panchayat introduced in February, and woven around a range of enjoyable poems on modern-day issues such as inflation, corruption and unemployment has also been received excellently by audiences, registering 45.3L audiences in the same period. Besides this newly launched shows Hum Hai Bajrangi a perfect blend of mythology and comedy, and Police Files based on real crime shows from the region have picked up well with 22L audiences in just 2 weeks. These new initiatives backed by a slew of excellent hand-picked programming ranging from a local devotional show Seher, sitcom like Bulbulay which connect well with the audiences in the region has further strengthen the overall viewership.

Additionally, when clubbed with the region?s No. 1 FM station ? 92.7 BIG FM, which boasts of presence across 11 stations in the region, offers unparalleled and an integrated media offering to advertisers.

The Channel?s well tailored programming when coupled with the extensive marketing initiative offers the most effective platform for both national and local brands.

BIG MAGIC is being distributed across all cable operators across the states of UP, MP and Bihar and spread across the likes of DEN, Digicable, WWIL, Hathway, Darsh and Maurya amongst others, reaching approximately 10 million households in the heartland. BIG MAGIC is also being supported with a high decibel integration plan on 92.7 BIG FM, Outdoor, and Mall Activation, play-out seeding in malls, print and local cable.