MUMBAI: BIG CBS Networks Pvt. Ltd., the joint venture between Reliance Broadcast Network and CBS Studios International, has launched its third channel in India – BIG CBS Spark, which went on air from 2 May, 2011.
The launch of BIG CBS Spark marks the culmination of the launch of the three BIG CBS channels in under six months. Spark will showcase international youth hits like CBS’s latest hit show Hawaii 5O, the new 9O21O, iconic American youth show – Cheaters & the edgy, sensational Jerry Springer Show, to name a few.
Spark, positioned as India’s first international youth entertainment channel, will be available across 25 million households in India on its launch.
BIG CBS Networks’ other two channels are BIG CBS Prime and BIG CBS Love.
The programming mix of Spark, is built around delivering youth an engaging mix of shows that are edgy, cool, entertaining and sexy. In addition to the shows mentioned above, the channel will also air key international hit programs like Cheaters – a youth reality shows from D3 Films and the controversial and sensational talk show The Jerry Springer Show from NBC Universal.
BIG CBS Spark has also drawn an aggressive marketing plan to drive the initial sampling of the channel by the youth. BIG CBS Spark has earmarked Rs 50 million (Rs 5 crore), which will be used to promote the channel on various platforms including digital media, radio, youth touch points & television.
To increase Spark’s instant connect with the youth, the network has also chalked out an extensive social media marketing plan to reach out to youngsters on platforms like Facebook and Twitter.
Reliance Broadcast Network CEO Tarun Katial said, “With the launch of Spark, we mark the completion of the Channels under the BIG CBS bouquet. We have clearly differentiated channels which are segmented to meet a clear audience base. Prime is more male skewed, while LOVE is targeted to the 25+ couples and now Spark is a clear youth destination. This ensures we cover the entire gamut of the upmarket urban audience. The 3 Channel bouquet, will offer audiences unparalleled entertainment while offering marketers extremely focussed platforms to reach their audiences.”