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BIG CBS makes regional foray with Spark Punjabi channel

Reliance Broadcast Network and CBS Studios International complement JV portfolio with dedicated international Punjabi channel

BestMediaInfo Bureau | Delhi |  January 10, 2012

The BIG CBS joint venture today announced its regional television foray with the launch of the fourth channel from its stable, Spark Punjabi. The BIG CBS JV has already launched three channels – BIG CBS Prime, BIG CBS Love and BIG CBS Spark. Spark Punjabi is a category creator, positioned as the first International Punjabi channel and will launch on January 14, 2012.

Targeting the 15+ audience, the channel will feature the best of CBS content dubbed in Punjabi, giving local audiences immediate access to world class entertainment. The channel 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 6 million C&S households in the region.

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

The PHCHP region 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, and it creates an exciting opportunity for this platform.

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.

Tarun Katial, CEO, Reliance Broadcast Network (RBNL), said, “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 of CBS Studios International, said, "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.”

With RBNL’s radio brand 92.7 BIG FM, 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 in the region.


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Comments (2)
  • SUBHASH NAM- 7 years ago

    this is not a good channel the language is as per mark. please check the language and modify your language of the programme.

  • SUBHASH NAM- 7 years ago

    this is not upto the mark channel. this cannot be seen with the family members. please change the language of the channel this is correct translation.