By Jagpreet Sandhu ,Chandigarh, January 12 : BIG CBS JV, the No. 1 English Entertainment Network in the country, today announced its regional television foray and the launch of its first regional channel in India – Spark Punjabi. The channel will be available across Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP) region. The announcement was made at a grand event in Chandigarh in the presence of actor and comedian Gurpreet Ghuggi and prominent Punjabi singer Alfaaz.. BIG CBS JV has already successfully connected with audiences through it 3 English Entertainment Channels – BIG CBS PRIME, BIG CBS LOVE and BIG CBS SPARK.
Spark Punjabi, positioned as the first International Punjabi Channel, will be launched on January 14, 2012. 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 new channel will air the latest seasons of international shows such as Jerry Springer, Hawaii Five-O, America’s Next Top Model andMasked 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.
Samir Verma, Regional Head, Spark Punjabi said, “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 in place, Spark Punjabi will allow a more integrated offering to marketers, while presenting audiences with the best television entertainment.”
The PHCHP is one of the richest regions and boasts of a strong base of affluent consumers. With 78% TV penetration and 88% 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.1200 crore advertising pie, creates an exciting opportunity for this platform.
Over the years RBNL has built a diverse portfolio of leading businesses and has driven initiatives that increase efficiency and a very strong consumer connect. With its existing leading 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 Punjabiwill 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.
The Channel will be distributed on digital and analog platforms, with an extensive reach of over 6mn+ C&S households in the region.