BIG CBS Networks Pvt Ltd, an equal joint venture between Reliance Broadcast Network Limited (through its subsidiary) and CBS Studios International, on Thursday announced its regional television foray and the launch of its first regional channel in India — Spark Punjabi.
Spark Punjabi, positioned as the first international Punjabi channel, will be launched on January 14. The new channel will air the latest seasons of international shows such as Jerry Springer, Hawaii Five-O, America’s Next Top Model and Masked Warriors, amongst others, all dubbed in Punjabi.
The channel will also feature a good mix of Punjabi music, international dubbed movies and local programming in Punjabi.
Initially the channel would be launched through cable network and then on DTH platform. The channel will be distributed on digital and analog platforms, with an extensive reach of over six million plus cable and satellite(C&S) households in the region.
Targeting the 15+ audience, the channel will feature the best of US’s No. 1 television broadcaster CBS Studios International’s content, all dubbed in Punjabi, giving local audiences immediate access to international entertainment.
The channel will be available across Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP).
According to Samir Verma, regional head, Spark Punjabi the 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 channel format. Add to this, the Rs 1,200 crore advertising pie, creates an exciting opportunity for this platform.
He added, "India’s booming regional television industry with the present limited regional entertainment options is an opportunity that we are leveraging. In a region where almost every Punjabi entertainment channel takes much interest in Punjabi music, due to the boom in Punjabi music industry, we are proud to offer our viewers extremely popular global content. With our robust radio network BIG 92.7 in place, Spark Punjabi will allow a more integrated offering to marketers, while presenting audiences with the best television entertainment."
He also mentioned that BIG FM 92.7, reaching 22 cities in the region and its OOH arm BIG Street’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.
BIG CBS JV has already connected with audiences through it 3 English Entertainment Channels - BIG CBS PRIME, BIG CBS LOVE and BIG CBS SPARK.
It is worth mentioning that Reliance Broadcast Network Limited has a multi-media play in the spaces of Radio, Television, Intellectual Property, Out of Home and Television Production, and specializes in creating & executing integrated solutions for clients, across the country. CBS Studios International, the leading supplier of programming to the international television marketplace, is a division of CBS Corporation.
