Mumbai – BIG MAGIC, India’s first variety entertainment channel for the core Hindi heartland states from the Reliance Broadcast Network stable, will now be available to all viewers of the Reliance Digital TV platform.

BIG MAGIC will replace Imagine TV on Reliance Digital TV, going national and increasing its reach by 4.5 million digital homes. Prior to this partnership, BIG MAGIC already had a reach of 10 million households via cable operators. This move allows BIG MAGIC immediate, wide reach across the country, and marks the first step in its digital distribution plan.

The channel is endeavouring to take its regional content to the increasingly large base of DTH audiences in the Hindi heartland, and this alliance between BIG MAGIC and Reliance Digital TV marks the beginning of a slew of digital alliances that the channel is in the process of closing. Reliance Digital TV is also looking to enhance its own penetration in the Hindi-speaking states as well as to enhance the viewing experience of its current subscribers.