Special to Focus
Big Magic International is India’s first variety entertainment channel for the Hindi speaking audience featuring locally relevant entertainment.
The channel has partnered with Ethnic Channels Group (EGCL), a Canada-based television broadcasting, distribution and communications company specializing in multicultural television channels for the North American market.
It also plans to carry local programming. Recently, Big Magic International threw its backing behind the prestigious 22nd annual Miss India Canada 2012.
Ashutosh Sinha, associate vice president, international business, at Big Magic, gave details about the channel’s exciting fall programming in an interview.
What is Big Magic’s vision in terms of providing entertainment to the South Asian community in Canada?
Big Magic International has been designed to fulfil the need gaps in the infotainment genre for South Asian audiences in North America. The channel will bring an increasing variety of fresh and relevant programming to the viewers which will include not just entertainment but also daily business updates from India.
With this move, we are optimizing the use of our robust and extensive content library to reach out to both viewers and marketers in the market. The launch of this channel opens new and exciting opportunities for the execution of our expansion and growth strategy.
What kind of business shows are you planning that will interest the community?
A core USP of the channel will be three fresh, 30-minute updates each day with the latest news from the Indian capital markets, coming straight from a credible source like Bloomberg UTV – India.
Can you give us a sneak peek of what audiences can expect to see on your channel?
The programming will include a mix of daily sitcoms, shows on varied genres ranging from socio-mytho and dramas to crime and stand-up comedies (Hum Hai Bajrangee, Police Files, Nadaaniyaan and Hasya Panchayat, and reality shows like BIG Bal Kalakaar and BIG Memsaab) plus televised award shows providing high entertainment from across India, ranging from India’s Sexiest Bachelor, India’s Glam Diva, I Love Style, BIG Hindustan Rising Star Awards, BIG Bangla Music Awards and more.
How was the experience of tying up with Miss India Canada this year?
The Miss India Canada event is a prestigious event that has been an integral part of the community for so long. It embodies glamour and mirrors the true values of South Asian culture.
We like the fact the event brings entire families together every year for a fun event that encourages young women from the community to dream big and gives them such a major platform. That’s why our association with the event is so perfect. We are about providing wholesome entertainment to the entire family.
— Torstar News Service
Special to Focus