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Big CBS sets foot in regional TV; launches Spark Punjabi

Spark Punjabi will be positioned as the first international Punjabi channel targeting an audience aged 15 years and above.

Big CBS, the joint venture (JV) between Reliance Broadcast Network (RBNL) and CBS Corp, is ready to set foot into the regional TV space. The JV already operates three channels in India -- Big CBS Prime, Big CBS Love, and Big CBS Spark.

Big CBS sets foot in regional TV; launches Spark Punjabi
On January 14, Big CBS will launch Spark Punjabi, a dedicated international Punjabi channel, in a bid to tap into a potential Rs 1,200 crore ad pie. Spark Punjabi will be positioned as the first international Punjabi channel targeting an audience aged 15 years and above.

The channel will air the latest seasons of international shows such as Jerry Springer, Hawaii Five-O, America's Next Top Model, and Masked Warriors, an international wrestling format, dubbed in Punjabi. It will also feature a mix of Punjabi music, dubbed international movies, and local programming in Punjabi.

Spark Punjabi will be available across Punjab, Haryana, Chandigarh, and Himachal Pradesh (PHCHP). It will be distributed on digital and analog platforms, with an extensive reach of over six million C&S households.

Spark Punjabi will offer marketers an integrated media opportunity. PHCHP is one of the richest regions, and boasts of a strong base of affluent consumers. With 78 per cent TV penetration and 88 per cent C&S penetration, coupled with limited local language entertainment options, the market offers a good business opportunity for this kind of channel format, the company claims.

Tarun Katial, CEO, Reliance Broadcast Network, says, "India'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."

Armando Nuñez, president, CBS Studios International, says, "The move into the regional market perfectly complements our existing bouquet of channels in India, utilising existing programming resources customised to the Punjabi market, and backed by Reliance's great media assets in the region."

Spark Punjabi will be supported by an integrated marketing plan leveraging multi-media. RBNL plans to leverage the presence of its radio brand Big FM, which reaches out to 22 cities in the region, and its out of home arm Big Street's ambient media options across these markets.

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