Big CBS Spark Punjabi emerges as the undisputed leader in the region

Mumbai: Spark Punjabi, the first International Punjabi Channel for the PHCHP region launched by Reliance Broadcast Network and CBS Studios International’s JV- BIG CBS, has emerged as the undisputed leader in the region.

The Channel has lit some spark in the region, with its rating as an undisputed leader during prime time, source TAM reports, week 3-6 2012 (TAM India: CS4+ Males, Punjab 1 Mn+), 7PM – 12AM. The category creator, in just a little over a month since launch, has created unprecedented excitement amongst the local populace beating competition, the likes of 9X Tashan, MH1 and PTC Punjabi.

With a relative market share of 29%, the programming has proven to be the best in line. With its endeavour to offer hand-picked world class content, dubbed in Punjabi to the audiences, the Channel has instantly become a hit, offering advertisers the best possible platform that they could seek, to reach out to audiences with minimal spill-over. The region is one of the richest regions and boasts of a strong base of affluent consumers. Excellent TV and C&S penetration, coupled with limited local language entertainment options, the market offers a good business opportunity for this channel format.

With RBNL’s 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, BIG CBS Spark Punjabi offers marketers an integrated media opportunity like none other in the region. The channel is being supported by an integrated marketing plan leveraging multi-media platforms. Added to this will be the media muscle of the entire Reliance Group.

With top international shows like Jerry Springer – Jerry Di Adaalat, Hawaii Five-0 – Veer Hawaii De, America’s Next Top Model Amreeka Di Next Top Model, Masked Warriors – an international wrestling format Zabardast Kushti, coupled with an excellent mix of Punjabi music, dubbed international movies and its latest reality hunt show BIG BOLI Star, the Channel’s popularity has beaten competition in record time, taking it to the leadership position.

Speaking on the rating, Vishal Rally, Business Head, BIG CBS Networks said, “The strategy of taking world class content, tailoring it to meet local sensibilities and catering to the entertainment requirements of the people of Punjab has worked! Audiences have lapped up the channel, while advertisers are seeing excellent value for their brands.”

The channel is available across Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP) region and distributed on digital and analog platforms, with an extensive reach of over 6mn+ C&S households in the region.

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