Big CBS Network, the joint venture between Reliance Broadcast Network and CBS Studios International, will simulcast the sixth season of America's Got Talent on the three channels, Big CBS Prime, Big CBS Love and Big CBS Spark. The network has earmarked about Rs 4 crore to market the show across all platforms, as per the market sources. The campaign will be spread across television, out of home, radio and digital media.
The show was originally broadcast in the western countries on NBC, from May, 2011 to September, 2011. Big CBS Network has acquired the exclusive telecast rights for the show for the SAARC region from Fremantle Media, the licensed owner of the property.
Though the network refused to comment on the spends, market sources stated that about 30 per cent of the total spends (Rs 1.2 crore) could be spent on the promotions through television. The network plans to promote the property on all major channels, along with Big CBS and Bloomberg UTV network channels.
The network will also spend about 20 per cent of the total spends each on out of home and radio platforms, and the remaining 30 per cent on digital and in-cinema advertising.
A Facebook app has been launched, which will allow talented users to upload their videos and win a chance to be featured on Big CBS channels.
For the print medium, the network has tied up with People Magazine and Outlook.
The show has 44 episodes, divided into auditions, introduction, quarter finals, semi finals, top 10 and finale. The format of the show goes beyond dancing and singing to feature unique talent. In America's Got Talent Season 6, participants competed for the top prize of US$1 million. It was judged by Howie Mandel, Sharon Osbourne and Piers Morgan.