Reliance Broadcast and CBS Studios' BIG CBS PRIME to launch Hindi Feed

Phase I of digitization has been successfully implemented and Phase II offers an emerging opportunity which will unleash new potential for the television industry. It is against this milieu that Reliance Broadcast Network and CBS Studios International is all set to launch a Hindi feed of their premium JV English Entertainment Channel – BIG CBS Prime. With its Hindi feed, BIG CBS PRIME becomes the only International English General Entertainment Channel with a multi-lingual feed, offering latest content from across the globe to a larger audience base across the top 8 metros to begin with. This will then extend to all 38 cities of DAS Phase II as digitization rolls out there.

While the current reach of PRIME across 7 metros (CS 4+) stood at 1.9 mn people, the reach through this new Hindi feed is expected to grow to more than 10 mn (CS 4+) viewers. Targeted at the 10+ SEC AB, M, the Hindi feed will be available beginning today.

This move marks Reliance Broadcast Network’s first channel with a national dubbed feed adding more muscle to its bouquet in India. With phase II of digitization across 38 cities, the opportunity to take the Channel across the HSM market is ideal from a business perspective.

Male audiences are an under-served 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: CRIME SCENE INVESTIGATIONS, Blue Bloods, Elementary, 48 Hours, Galileo Extreme, America’s Got Talent, Bellator etc with the option of Hindi language.

Commenting on the strategic move Tarun Katial, CEO, Reliance Broadcast Network said, “The Prime Hindi feed is positioned and timed on the cusp of DAS – Phase II. We are addressing a lacunae that exists in 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.”

Speaking on the occasion, Reed Manville, Executive Vice President of International Channels for CBS Studios International said, “The 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 BIGCBS venture just over 2 years ago.”

The Hindi feed of BIG CBS Prime will see a multi-media marketing campaign coming into play, activating all platforms ranging 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.