RBNL launches 'Choose Your Set-Top-Box Wisely' campaign!

Digitization is all set to revolutionize the television viewing experience, and while operators are undertaking activities to build their brand equity and ensuring that they gain from the eminent shake-out, the consumers are understanding that the power to enhance their television viewing experience will now lie with themselves. Reliance Broadcast Network, which has, in a little over a year successfully created a bouquet of a slew of channels through a well crafted strategy, has conceptualized a campaign that excellently complements its television broadcast business. Aptly titled "Choose Your Set-Top-Box Wisely', the campaign is tailored to increase awareness and empower consumers with adequate information to make the right choice while choosing their set top boxes, while parallely enabling operators to build their brand equity.

Come digitization, the discerning consumer would look for quality, variety and a strong value proposition and operators who have the potential to offer these will stand to gain significantly. Backed by the belief that "content is the cornerstone for success' and a deep understanding of the discerning consumers' demand for quality and variety entertainment, the Company has positioned its 7 Channel strong bouquet to cater to a wide viewer palette:

1. BIG CBS Prime, a male skewed premium entertainment Channel (male 15+, SECA,7 metros)

2. BIG CBS Love, the first ever international women's entertainment channel (female 15+, SECA,5 metros)

3. BIG CBS Spark, the first ever International youth Channel (4-24, SECA,7 metros)

4. BIG MAGIC, a variety entertainment Channel for the Hindi heartland (CS 4+ MP,UP, Bihar)

5. Spark Punjabi, the country's first International Punjabi Channel (CS 4+, Punjab, 1mn+)

6. BIG RTL Channel in the action space

7. BloombergUTV, India's premier Business news channel (male 25+, SEC A, 7 metros)

With the latest freshest, hottest content from America through BIG CBS Networks, Indian homes can continue to enjoy an unparalleled viewing experience of their favorite international shows. Similarly, the first International Punjabi Channel - Spark Punjabi ensures the PHCHP region also enjoys the best international content, dubbed in their local language. BIG MAGIC is the Hindi heartland's only variety entertainment channel offering the best home grown content, which meets local sensibilities and is already a favorite amongst consumers. BIG RTL will bring with it some of the best reality and action programming from the world renowned RTL Group, which also houses Fremantle. And finally, BloombergUTV, powered by Bloomberg, the final word in business news globally, offers Indian viewers a differentiated business news viewing experience amongst the monochromatic competitive offering. The channels come together to offer both consumers and operators an excellent offering.

The multi-media campaign will spread across television, radio, out of home and the digital platforms and will be one of the largest initiatives in this space by any broadcaster. The campaign will be further sustained over the next 26 weeks across all Reliance Group platforms, including BIG FM's 45 station radio network, it's out of home arm - BIG Street, its 7 Channel Television network and its digital platforms.

Speaking on the Campaign, Vishal Rally, Business Head, BIG CBS Networks said, "Digitization will usher a new era of television broadcasting and the Choose Your Set-Top-Box Wisely campaign has been conceptualised and designed to benefit multiple stake-holders across consumers, operators and the channels. We are excited to present the most distinctive and eclectic content mix to the Indian viewers through our bouquet of channels, and encourage them to make a wise decision so they can continue to enjoy experience."