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RBNL rolls out 'Switch To' campaign for digitisation

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Mumbai: As 31 October has been decided as the deadline for digitisation in four metros, Reliance Broadcast Network (RBNL), is all set to make the most of it with its new campaign titled ?Switch To?.

The campaign is designed to create awareness amongst target audiences - to ?switch to? the right service provider who can offer best value. It provides operators a tool to reach out through the marketing muscle and expertise of RBNL?s mediums across television, radio, on-ground, digital and outdoor, to gain "increased visibility" through this multi-media campaign, the company said.

?Switch To? launches on the back of Reliance Broadcasts? very successful campaign which rolled earlier this year called ?Choose Your Set Top Box Wisely? tailored to increase awareness and empower consumers with adequate information to make the right choice while choosing their set top boxes, while parallely enabling operators to build their brand equity. This campaign takes it a step further highlighting key entertainment options available to be able to make a more informed switch! The first phase of this campaign will be led across four metros viz: Delhi, Mumbai, Bangalore and Kolkata by key shows from the BIG CBS Network viz. America?s Got Talent, The X Factor and American Idol being simulcast on BIG CBS Prime, BIG CBS Love and BIG CBS Spark.

The campaign reaches out to the consumers, in whose hands the power to Switch To lies as they make a well informed decision on their DTH provider. Similarly, it also offers operators an excellent marketing campaign to strengthen their brand equity and gain optimally from the eminent revolution.

Ensuring optimal reach, the entire media muscle of Reliance Broadcast Network will come into play across its television channel bouquet - BIG CBS PRIME, LOVE, SPARK, BIG MAGIC, BIG CBS SPARK PUNJABI and BLOOMBERG TV INDIA, its extensive radio network 92.7 BIG FM, the out of home vertical Big Street and print, on ground and digital. With a strategically crafted campaign and an extensive media outlay, the campaign promises to create significant impact.

BIG CBS Networks business head Anand Chakravarthy said, "Digitisation is an imperative step for the growth of the broadcast sector in India. While we have technologies available to improve efficiencies of broadcasting across the value chain, the lack of adoption from consumers slows the growth of the industry. This campaign enables consumers to Switch To the provider that meets their requirements, while at the same time offering the operators with an effective marketing campaign to partner with. Together, we are confident, we can bring about the much needed Switch!"

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