Reliance Broadcast Network Ltd (RBNL) has announced the launch of its hybrid international channel – BIG Magic International – in Australia. With the launch, the company is also entering into the Asia Pacific market. Earlier this year, RBNL had launched the channel in Canada, followed by the recent launch in the United States.
RBNL claims that the channel’s offerings are tailored based on close mapping of the entertainment needs of the sizeable South Asian Diaspora in Australia. RBNL has partnered with Konnec TV, the Australian direct-to-home company to distribute the channel across the country.
The channel will be added to the basic pack of Konnec TV, which is currently priced at AUD 39.55 at a fixed fee. The programming on the channel will have mix variety entertainment, infotainment, and business news from the libraries of the Reliance Broadcast Network and Bloomberg TV India.
The South Asian population in Australia is approximately 4 lakh and makes for 2 per cent of the population of the country, making it the second largest non European group in Australia. RBNL claims that the channel has mapped the entire market to ensure optimal reach.
Tarun Katial, CEO, RBNL said, “After establishing our presence in Canada and the United States, we are happy to take BIG Magic International to Australia as the country’s only variety entertainment channel that offers fresh and relevant programming. We’ve been able to understand the market well and have made the move in line with our international expansion and growth strategy. We are certain that the channel will grow into a popular entertainment offering and resonate well with audiences and marketers there”.