RELIANCE BROADCAST NETWORK & CBS STUDIOS INTERNATIONAL’S JV CHANNEL ‘BIG CBS PRIME’ TO LAUNCH HINDI FEED TODAY
Published on: 02/19/2013 | All 2013 Press Releases
THE ONLY MULTI LINGUAL INTERNATIONAL ENTERTAINMENT CHANNEL DELIVERING WORLD CLASS CONTENT TO INDIAN AUDIENCES
DISTINCTLY POSITIONED TO CATER LATEST INTERNATIONAL CONTENT PRIMARILY TO MALE AUDIENCES, ACROSS HSM
OPTIMIZING THE OPPORTUNITY EMERGING IN THE POST DAS SCENARIO
Mumbai, February 19, 2013: Phase I of digitization has been successfully implemented and Phase II offers an emerging opportunity which will unleash new potential for the television industry. It is against this milieu that Reliance Broadcast Network and CBS Studios International is all set to launch a Hindi feed of their premium JV English Entertainment Channel – BIG CBS Prime. With its Hindi feed, BIG CBS PRIME becomes the only International English General Entertainment Channel with a multi-lingual feed, offering latest content from across the globe to a larger audience base across the top 8 metros to begin with. This will then extend to all 38 cities of DAS Phase II as digitization rolls out there.
While the current reach of PRIME across 7 metros (CS 4+) stood at 1.9 mn people, the reach through this new Hindi feed is expected to grow to more than 10 mn (CS 4+) viewers. Targeted at the 10+ SEC AB, M, the Hindi feed will be available beginning today.
This move marks Reliance Broadcast Network’s first channel with a national dubbed feed adding more muscle to its bouquet in India. With phase II of digitization across 38 cities, the opportunity to take the Channel across the HSM market is ideal from a business perspective.
Male audiences are an under-served audience on Indian television, through limited genres like news, sports and action movies which are intermittently available. This gap in entertainment offerings creates an excellent opportunity for a male offering across the Hindi Speaking Markets.
With the look and personality of the Prime clearly defined as international, glossy, masculine and vicarious, it will now provide audiences with the best of International content including award winning and globally successful shows like NCIS, CSI: CRIME SCENE INVESTIGATIONS, Blue Bloods, Elementary, 48 Hours, Galileo Extreme, America’s Got Talent, Bellator etc with the option of Hindi language.
Commenting on the strategic move Mr. Tarun Katial, CEO, Reliance Broadcast Network said, “The Prime Hindi feed is positioned and timed on the cusp of DAS – Phase II. We are addressing a lacunae that exists in male entertainment space through our offering of highly aspirational international content, dubbed in Hindi. The HSM has huge headroom for growth and potential for advertising. We are building content play and are confident of fairly good yields and outlays. We are thankful to our partners CBS Studios International, who have ridden this evolution story with us.”
Speaking on the occasion, Mr. Reed Manville, Executive Vice President of International Channels for CBS Studios International said, “The Prime Hindi feed is the next logical expansion of our India growth strategy, leveraging our strong brand position, built with Reliance since the initial launch of the BIGCBS venture just over 2 years ago.”
The Hindi feed of BIG CBS Prime will see a multi-media marketing campaign coming into play, activating all platforms ranging television, radio, print, outdoor and digital, with a special focus on on-ground activations to ensure audience engagement.
The Channel will be available across all major digital cable networks and leading DTH players.
About BIG CBS Networks Private Limited:
An equal joint venture between Reliance Broadcast Network Limited and CBS Studios International, BIG CBS Networks has changed the way English language television entertainment is served to Indian audiences. The JV, at start, launched 3 English language Entertainment Channels marking not just RBNL’s, but the Reliance Group’s entry into the television broadcasting space and CBS Corporation’s channel entry into India. The themed channels targeted at India's fast-growing, upwardly mobile population are branded BIG CBS PRIME, a premium general entertainment channel, BIG CBS SPARK, the ultimate music destination and BIG CBS LOVE, the Diva destination. The channels offer audiences the latest of CBS’s world class and globally successful programming and are available across a network of digital and analog distribution platforms. The BIG CBS JV has also forayed into the regional television industry of India with Spark Punjabi - targeted at the markets of Punjab, Chandigarh and Himachal Pradesh (PCHP) region. Spark Punjabi is a category creator and is positioned as the first International Punjabi Channel. With Reliance Broadcast Network Limited’s prolific multi-media presence and an integrated sales offering, combined with the content muscle of CBS Corporation, BIG CBS has already made a significant impact on India’s burgeoning entertainment industry and stands as the No. 1 English Entertainment Network in the country. Reliance Broadcast Network Limited has a multi-media play in the spaces of Radio, Television, Intellectual Property, Out of Home and Television Production, and specializes in creating & executing integrated solutions for clients, across the country. CBS Studios International, the leading supplier of programming to the international television marketplace, is a division of CBS Corporation.
About CBS Studios International:
CBS Studios International is the leading supplier of programming to the international television marketplace, licensing to more than 200 markets in more than 30 languages across multiple media platforms. The Studio participates in international channel ventures, currently comprised of 22 channels in 20 languages across 87 territories, reaching more than 100 million international households. CBS Studios International also exports a diverse lineup of formats for local production around the world. The division distributes content from CBS Television Studios, CBS Television Distribution, Showtime, CBS News, CBS Films and a library of more than 70,000 hours of programming. CBS Studios International is a division of CBS Corporation.