MUMBAI: Big CBS Networks, the equal JV between Reliance Broadcast Network Ltd (RBNL) and CBS Studios International, has appointed McCann Erickson to handle its creative mandate, following a multi-agency pitch. The other agency that participated in the final round of the pitch was Rediffusion Y&R. 
 
Big CBS Networks will own and operate a portfolio of primary linear pre-programmed television channels in India, Nepal, Bhutan, Sri Lanka, Bangladesh, the Maldives and Pakistan.
 
The themed channels will be targeted at India‘s fast-growing, upwardly mobile population and will be branded Big CBS Prime (English general entertainment channel), Big CBS Spark (English youth channel) and Big CBS Love (English entertainment channel for women).