The BIG CBS JV today announced its regional television foray and the launch of the fourth channel from its stable, Spark Punjabi. The BIG CBS JV has already launched 3 Channels – BIG CBS PRIME, BIG CBS LOVE and BIG CBS SPARK and stands as the No. 1 English Entertainment Network in the country.
Spark Punjabi, is a category creator, positioned as the first International Punjabi Channel and will launch on January 14, 2012. Targeting the 15+ audience, the channel will feature the best of CBS content all dubbed in Punjabi, giving local audiences immediate access to world class entertainment. The channel will be available across Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP) region. The Channel will be distributed on digital and analog platforms, with an extensive reach of over 6mn+ C&S households in the region.
Spark Punjabi will air the latest seasons of international shows such as Jerry Springer, Hawaii Five-O, Americaâ€™s Next Top Model, Masked Warriors â€“ an international wrestling format, amongst others, dubbed in Punjabi. The channel will also feature a judicious mix of Punjabi music, international dubbed movies and local programming in Punjabi.
The PHCHP is one of the richest regions and boasts of a strong base of affluent consumers. With 78% TV penetration and 88% C&S penetration, coupled with limited local language entertainment options, the market offers a good business opportunity for this channel format. Add to this the 1200 crore advertising pie, creates an exciting opportunity for this platform.
With RBNLâ€™s existing leading radio brand 92.7 BIG FM, reaching 22 cities in the region and its OOH arm BIG Streetâ€™s 3000+ ambient media options across the markets, Spark Punjabi will offer marketers an integrated media opportunity like none other in the region.
The channel will be supported by an integrated marketing plan leveraging multi-media. Added to this will be the media muscle of the entire Reliance Group.
Tarun Katial, CEO, Reliance Broadcast Network Ltd. said, â€œIndiaâ€™s booming regional television industry with 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.â€
Armando NuÃ±ez, President of CBS Studios International said, “The move into the regional market perfectly complements our existing bouquet of channels in India, utilizing existing programming resources customized to the Punjabi market and backed by Relianceâ€™s great media assets in the region.â€