It must be hard living up to a name like that. After recently announcing development deals with eight Hollywood based studio’s, Reliance ADAG’s multi-billion entertainment arm Big Entertainment seems to be reaching for the Magic 10 figure. Mint quotes president Rajesh Sawhney expecting the firm to reach a $10 billion enterprise valuation soon. The article points to UTV and its recent $1 billion valuation post Walt Disney upping its stake in the Ronnie Screwvala helmed firm as comparison of more tangible assets considering most of Big’s big ticket forays, including Big Movies, are yet to be launched formally. Rajesh Sawhney makes a point on room for growth stating the global average contribution of media to overall GDP is 7% while in India its 3-4%, still at a Rs 40 billion valuation with the entire TV play (including DTH, IPTV) still to be launched, there is little in the Reliance portfolio, with the exception of Big FM and Zapak, that is a market leader. While Sawhney refused to divulge details on channel formats, industry sources indicate a music, movies and news channel as part of the initial launch plan with a general entertainment foray to follow later.