The show will highlight the lives of some of India’s most elite personalities who will be chosen by viewers themselves through a voting system
BestMediaInfo Bureau | Delhi | September 17, 2012
With simulcasts working well for the Big CBS Network, with its latest show America’s Got Talent topping shows airing on English GECs, garnering a GRP of 5.96 among Digital C&S SEC A Males 15+, 5 Metro audience, according to TAM ratings for Week 32, the network is preparing to launch its latest homegrown property, ‘India’s Prime Icon’, which will be dual-cast across its male targeted channels Big CBS Prime and Bloomberg TV India. The show aims to get Indians choose their icons – successful and celebrated personalities who inspire and influence them the most, be they from sports, entertainment, business, politics or social welfare.
The show is designed to give audiences a peek into the life stories of some of India’s most distinguished men and women. Seagram’s 100 Pipers is a collaborator in the initiative. The brand represents ‘True Legends’, and believes in the legacy of achievers whose sense of accomplishment goes beyond professional excellence to something deeper.
With Big CBS Prime and Bloomberg TV India, both targeting premium audiences, the show has been designed to ensure it meets the entertainment penchant of the upwardly mobile males seeking quality content. ‘India’s Prime Icon’ will bring forth the lifestyle of Indian society’s elite personalities and evaluate them basis qualities which will make them the prime icons of the country.
Recommendations for India’s Prime Icons will come from the audiences themselves through a voting system. Following this, an eminent jury will qualify the entries and shortlist the top 20 icons. The 20 icons will be revealed on the channel each evening during prime time and a voting window will be kept open for 24 hours so that viewers can vote for their favourite icons, which decided the Top 10 icons.
Speaking of the show, Anand Chakravarthy, Business Head, Big CBS Networks, said, “Our country boasts of some of the most influential men and women who are an inspiration, role models and icons for the people. India’s Prime Icon is a new concept, which has not been explored in the past and which indicates at an opportunity to connect with audiences. Both Big CBS Prime and Bloomberg India are premium channels, making them perfect platforms to reach out to the right audience mix, both for this show as well as for marketers.”
Bikram Basu, VP - Marketing, Pernod Ricard India, commented, “Seagram’s 100 Pipers stands for ‘True Legends’. Our association with Big CBS Prime’s India’s Prime Icon show reiterates our common values, and brings our brand closer to India’s true icons.”
The Top 10 icons will then battle it out for the coveted title of India’s Prime Icon, with each episode unveiling one icon showcasing never heard before stories of their lives, style statements, achievements, sex appeal, philanthropy popularity and more.
To ensure optimal reach, Big CBS Networks has planned an extensive marketing campaign for the show. The network will engage audiences on multiple touch points ranging radio, television, out of home media and social media.