MUMBAI: Reliance Broadcast Network Ltd (RBNL) will launch by the end of this month a Bhojpuri channel called Big Magic Bihar and Jharkhand.

Realising the potential of the emerging regional markets, Big Magic is already present in Central India with its channels Big Magic and Big RTL Thrill, the later being a joint venture with Europe?s RTL Group.

The mother channel Big Magic will extend the names of several of its shows to the new channel in the local dialect of Bhojpuri with fresh production to make it relevant to the region. Some of these shows include Police Files (with Bhojpuri superstar Ravi Kishan as the host), Pyaar Ya Dehshat (with folk-singer Malini Awasthi), Superhit Bhojpuri films, special Bhojpuri music shows like Magic Top 20, reality show Big Memsaab, upcoming youth talent hunt Big Fame Star and the Big Annual Kids Talent Awards.

The new channel will aim at tapping 110 million people in the region of Bihar and Jharkhand. Says RBNL business head, Regional TV, Sunil Kumaran, ?Big Magic Bihar and Jharkhand is our first foray into the Bhojpuri entertainment space. We believe there is tremendous potential in the regional markets and it is these emerging markets like Bihar and Jharkhand, which are delivering enormous growth both in terms of audience maturity as well as marketers? increasing demands to reach these markets. We are confident that the deep engagement and impactful multimedia properties which will be aired on the channel will result in better cost efficiencies making for unmatched returns on media investments.?

The channel will reach audiences not only across the larger markets of Dhanbad, Muzaffarpur, Gaya, Bhagalpur, Arrah, Jamshedpur and Ranchi, but will also penetrate deeper into the Tier II and Tier III towns.

"The economy of Bihar has grown at 13.1% in 2011-12 making it the fastest growing State for the second year in a row. Jharkhand has also displayed phenomenal growth as its GDP has grown from 3.71% in 2002 to 8.7% today. Big Magic Bihar and Jharkhand is poised to become the destination the entertainment destination for a cross-section of audiences 25-44 M/F, Sec ABCD," RBNL said.

The channel will be distributed across 80 networks of the region, reaching 77 towns across Bihar and Jharkhand. lt will be also distributed across local cable networks like Maurya, Den and Darsh besides being available on Reliance Digital TV.