This strategic move would widen the viewership of the English GEC channel which would now deliver international content to male audiences in HSM markets
BestMediaInfo Bureau | Delhi | February 20, 2013
Phase I of digitisation has been successfully implemented and Phase II offers an emerging opportunity which will unleash new potential for the television industry. It is in this scenario that Reliance Broadcast Network (RBNL) and CBS Studios International are all set to launch a Hindi feed of the English entertainment channel, Big CBS Prime. With its Hindi feed, Prime becomes the only English GEC with a multi-lingual feed, offering latest content from across the globe to a larger audience base in the top eight metros to begin with. This will then extend to all 38 cities covered by DAS Phase II as digitisation rolls out there.
While the current reach of Prime across seven metros (CS 4+) stood at 1.9 million people, the reach through the new Hindi feed is expected to grow to more than 10 million (CS 4+) viewers. Targeted at the 10+ SEC AB, M, the Hindi feed will be available beginning today.
This move marks RBNLâs first channel with a national dubbed feed adding more muscle to its bouquet. With phase II of digitisation, the opportunity to take the channel wider across the HSM markets is ideal from a business perspective.
Male audiences are an underserved audience on Indian television through limited genres like news, sports and action movies which are intermittently available. This gap in entertainment offerings creates an excellent opportunity for a male offering across the Hindi speaking markets.
With the look and personality of the Prime clearly defined as international, glossy, masculine and vicarious, it will now provide audiences with the best of international content including award winning and globally successful shows like NCIS, CSI, Blue Bloods, Elementary, 48 Hours, Galileo Extreme, Americaâs Got Talent, Bellator, to name a few, with the option of Hindi language.
Commenting on the strategic move, Tarun Katial, CEO, Reliance Broadcast Network, said, âThe Prime Hindi feed is positioned and timed on the cusp of DAS â Phase II. We are addressing a lacuna that exists in the male entertainment space through our offering of highly aspirational international content dubbed in Hindi. The HSM has huge headroom for growth and potential for advertising. We are building content play and are confident of fairly good yields and outlays. We are thankful to our partners CBS Studios International, who have ridden this evolution story with us.â
Reed Manville, Executive VP - International Channels, CBS Studios International, said, âThe Prime Hindi feed is the next logical expansion of our India growth strategy, leveraging our strong brand position built with Reliance since the initial launch of the Big CBS venture just over two years ago.â
The Hindi feed of Big CBS Prime will see a multi-media marketing campaign coming into play, activating all platforms ranging from television, radio, print, outdoor and digital, with a special focus on on-ground activations to ensure audience engagement.
The channel will be available across all major digital cable networks and leading DTH players.