Big CBS' Prime and Love channels get ready to wear the Indian hat

By Anindita Sarkar , afaqs!, Mumbai | In Media Publishing | March 29, 2011
The channels will roll out their localised content six months after their launch.

While Big CBS Network continues with its quest to lure the audience set with international English content, the network is now looking at expanding its audience base through the localisation route.

It has decided to launch the Indian version of the flagship properties of both Big CBS Prime and Big CBS Love on the respective channels. The programming mix will also include new and original productions that will blend with the Indian content line-up.

The localised content for both channels will roll out after six months from their launch date. This means that for Big CBS Prime, localisation will happen around May as it was launched in November 2010 and for Big CBS Love which was launched in this month, local content will be introduced in September.

"We will create original Indian content in the non-fiction genre -- such as reality and sit-coms," Aparnaa Pande, General Manager, BIG CBS Networks tells afaqs!.

The flagship properties, which are expected to initiate the 'Indianisation' of the Big CBS Networks content include ET (Entertainment Tonight) on Big CBS Prime and America's Next Top Model.

Entertainment Tonight is a tabloid-style television entertainment daily news show, while America's Next Top Model was created and is hosted by talk-show host and model Tyra Banks, who also serves as executive producer and head judge of the show. The first cycle of the show premiered in May 2003.

"To begin with, we will air one-hour of Indian content in the primetime slot and depending on the success of the band, we will look at expanding it," explains Pande.

Big CBS Network believes that with Indian content becoming a part of its programming mix, the advertising categories on the channel will also witness an upthrust.

"Currently, a lot of lifestyle and FMCG products targetted at the SEC A consumers are coming on board. With localisation, we are hoping that a lot of premium Indian, as well as international brands will add up to our client mix," Pande says.

In the meantime, the network is gearing up to launch its third English GEC Big CBS Spark next month. It will be a youth-focussed channel. The test launch of the channel will take place on April 4, 2011.

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