We come to India with optimism: CBS's Armando Nuñez

CBS Studios International, one of the world's leading suppliers of TV content ” the company's library includes the "Sex and the City', "Blue Bloods' and "Survivor', among scores of other hit shows ” recently announced a tie-up with Reliance Broadcast Network Limited. The resulting joint venture, BIG CBS Networks, will be launched in the 4h quarter of 2010. In an exclusive interview with Adgully, Armando Nuñez, the president of CBS Studios International, offered some insights into the deal. Excerpts:

Adgully: What are your sentiments as you enter the Indian market?

Armando Nuñez: We are looking at it with a lot of optimism and expectations of growth. We feel that we are entering the right place at the right time, with the right partner.

AG: What strengths of the Reliance ADAG are you banking on?

AN: The venture is really about two great companies that have great sets of portfolios. From CBS's perspective, we have world-class content that has worked around the world and got us a great deal of success. From Reliance's perspective, they are a marketing and promotional powerhouse under a number of different companies within the Reliance fold. So when you put the two together, you create a unique set of opportunities for our venture.

AG: What will be your content strategy for India?

AN: All three channels [English in character, to be launched as a part of the tie-up] will have a significant amount of content coming in from the CBS library. There may be a third party, there may be other acquired content, there may be locally produced programmes as well.

AG: Talking of timing, do you think your entry comes a bit too late in the day?

AN: I think this is the right time. A number of other US companies have been in India for a while, but I don't think we are disadvantaged by the timing of our entry. I think it's the right time now.

AG: What are your expectations in terms of revenue and channel share?

AN: I cannot really address that. Our expectations are for growth and profits over a realistic timeframe.

AG: Which of your famous shows can India hope to see?

AN: Three brand new shows will be telecast on CBS this fall, one of them being Hawaii Five-O. And these will be shown here shortly after their US telecast ends. So the shows will be fresh. And some of the content will be new and exclusive.

AG: Will your programming factor in the unique character of Indian audiences?

AN: In this country, programming will be handled by Indians, for India. So, whatever specific issues arise in terms of how the channel will be programmed, they will be dealt with locally in Mumbai.