Big CBS appoints Steinbranding as design agency

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | October 08, 2010
The creative duties for BIG CBS were recently assigned to McCann Erickson

Big CBS Networks, the joint venture between Reliance Broadcast Network and CBS Studios International, has appointed Steinbranding Design Studios as the design agency for its three channels - Big CBS Prime, Big CBS Spark and Big CBS Love.

Steinbranding Design Studios is an international broadcast design company that specialises in branding for television networks and broadcast promotions. Steinbranding would work with Big CBS on designing the individual identities, logos and promotional rushes for all its three channels.

Aparnaa Pande, business head, Big CBS Networks, remarks in an official communiqué, "Big CBS is set to offer the freshest, hottest and latest content, along with premium quality programming through each of the channels. Given the brand lineage, it is only natural that we ensure our promotional designs are sophisticated and match international standards."

Around three international design houses were consulted before Steinbranding was selected, as according to Pande, it has a "great creative team". "We wanted an outfit that would to justice to the vastness of our brand and keep up to the international standards of CBS."

She adds that Steinbranding has demonstrated its creative expertise in the broadcast space, from integrated visual solutions to brand strategy and identity. "With rich experience in broadcast designing, we are confident Steinbranding will be able to help Big CBS channels deliver the right imagery through creative and distinguished designs," she says.

The logos for the three new channels will be unveiled by the end of this month. The current Red 'Big CBS' logo, which was created in-house, will remain unchanged.

The design requirements for the three channels are totally different. Big CBS Prime is a GEC that targets SEC A, upwardly mobile 18-34-year-olds. Thus, the logo design is required to be "international" to reflect the "cut above the rest" philosophy and packaging of the channel. The other two channels, reveals Pande, hope to be "category creators", so it will be relatively simpler to create distinct branding for these.

Big CBS Spark is a youth channel, and hence the logo is expected to be funky and young. Big CBS Love, on the other hand, is a women-oriented channel, and will be a mix of gentleness and attitude to reflect the different facets of what a woman feels. Here, these facets would be reflected in its packaging and logo design.

For the record, Reliance Broadcast Network had recently announced its joint venture with CBS Studios. The JV, Big CBS Networks, plans to launch the three channels to begin with. These channels hope to bring some international chart-toppers to India, shortly after they are aired in the US.

Steinbranding Design Studios is known for its work with communication groups across Europe, Asia, US Hispanic and Latin America. Its assignments in India began in 2007, when together with CSAI Airport, the agency took charge of the branding image of Mumbai's international terminal. In addition to that, the agency is known for its work on some global broadcast majors such as Discovery, Fox, Hallmark, Travel & Living, MTV and VH1.

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