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Big CBS enters into Punjabi market with Spark Punjabi

Indiantelevision.com Team

(10 January 2012 8:30 am)

MUMBAI: Big CBS, the joint venture between Reliance Broadcast Network(RBNL) and CBS Corp, is foraying into the regional TV space with the launch of its fourth channel, Spark Punjabi.

Spark Punjabi, positioned as the first International Punjabi channel, will launch on 14 January. Targeting the 15+ age group audiences, the channel will feature CBS content dubbed in Punjabi, giving local audiences immediate access to global entertainment.

The channel will be available across Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP) regions. Big CBS is looking to distribute Spark Punjabi on digital and analogue platforms, with an extensive reach of over six million C&S households in the region.

Said CBS Studios International president Armando Nuñez, "The move into the regional market perfectly complements our existing bouquet of channels in India, utilising existing programming resources customised to the Punjabi market and backed by Reliance’s great media assets in the region.”

The JV already operates three channels - Big CBS Prime, Big CBS Love and Big CBS Spark.

Spark Punjabi will air the latest seasons of international shows such as Jerry Springer, Hawaii Five-O, America’s Next Top Model, and Masked Warriors -- an international wrestling format -- amongst others, dubbed in Punjabi. The channel will also feature a mix of Punjabi music, international dubbed movies and local programming in Punjabi.

Big CBS is targeting the PHCHP belt which is one of the country's richest regions and boasts of a strong base of affluent consumers. With 78 per cent TV penetration and 88 per cent C&S penetration, coupled with limited local language entertainment options, Big CBS hopes that the market will offer a good business opportunity for this channel format.

RBNL is also aiming to leverage the presence of its radio brand Big FM, which reaches out to 22 cities in the region, and its OOH arm Big Street’s ambient media options, across these markets. Spark Punjabi will offer marketers an integrated media opportunity.

The channel will be supported by an integrated marketing plan leveraging multi-media.

RBNL CEO Tarun Katial said, “India’s booming regional television industrywith limited regional entertainment options is an opportunity that we are leveraging. With our robust radio network in place, Spark Punjabi will allow a more integrated offering to marketers, while presenting audiences with the best television entertainment.”