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Big CBS Network to simulcast ‘America’s Got Talent’ from July 30

Leaving no stone unturned in marketing the property, the media spend will be around Rs 3 crore

Ananya Saha | Delhi | July 25, 2012

Big CBS Networks, the joint venture between Reliance Broadcast Network (RBNL) and CBS Studios International, has announced the launch of the latest season of the reality talent show, America’s Got Talent – Season 6.  The network has signed a deal with Fremantle to acquire the hit show which will be simulcast across the three Big CBS Network channels – Big CBS Prime, Big CBS Love and Big CBS Spark.

The show will be aired every Monday to Thursday in the 9 PM time slot.

Tarun Katial, CEO, Reliance Broadcast Network, said, “Medium on Big CBS Love, NCIS on Big CBS Prime and Maximum Exposure on Big CBS Spark will give way to America's Got Talent on the channels. All seasons of all the three shows come to an end, and hence, the timing is just perfect.” But why simulcast? “The appeal of the show is varied across age groups and gender because of which we are simulcasting it on Prime which targets males, Love which targets females and Spark which targets youth.”

Katial further said, “Also, Americas’ Got Talent is the biggest international non-fiction show to launch on Indian television in 2012, and deserves the simulcast to maximise the reach.”

With an aim to capitalise on its high entertainment quotient of the reality show, Big CBS Network is positive on capturing a loyal following and good rating. According to Katial since Indian viewers are big fans of talent based reality shows, “we at Big CBS Network are constantly striving to bring the latest global entertainment to India. Bringing America's Got Talent was a natural step in keeping with our promise to deliver the best content to our viewers.”

This show goes beyond the regular singing and dancing and features magicians, comedians, painters and the most unique talent. With no limits on either age or the talent that can be showcased, the participants are seen making the most of the one single opportunity to prove their metal, inching them closer to the one million dollar prize and the coveted title.

Katial expects the show to do pretty well. “A brand like America’s Got Talent will ensure assured audiences and we are confident the show will achieve its targets. For us it is critical that we reach out to a very relevant audience base, which is already in place and growing,” he said.

As the launch date inches closer, the network is closing in on sponsors and already has partnered with Inox for their pan-India screens on-air. Off-air, the network has a tie-up with People magazine, besides tying up with Barista and other key hangouts of the TG.

The network has lined up media spends to the tune of Rs 3 crore for America’s Got Talent. “We have planned a holistic multi-media campaign around the show and will use television extensively across the network. We will also use radio, out of home, cinemas, on-ground activities and of course we will connect with audiences through social media

We will be creating an interesting Facebook app, wherein people can upload their talent, the best talent getting an opportunity to be featured on the channel itself,” Katial informed.

For the record, the talent show that debuted in June 2006 gave an opportunity to talented amateurs or unknown performers to showcase their talents on television and the results decided by an audience vote. In the past, the show has enjoyed superb ratings ranging from nine million viewers to as many as 16 million viewers. America's Got Talent’s sixth season would feature judges Howie Mandel, Sharon Osbourne and Piers Morgan who would search for the hottest variety and novelty acts from across the USA.


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