The Big CBS JV has announced its regional television foray and the launch of its fourth channel, SparkPunjabi.
Tarun Katial, chief executive officer, Reliance Broadcast Network Ltd. said, “India’s booming regional television industry with limited regional entertainment options is an opportunity that we are leveraging. With our robust radio network in place, Spark Punjabi will allow a more integrated offering to marketers, while presenting audiences with the best television entertainment.”
Armando Nuñez, president, CBS Studios International said, "The move into the regional market perfectly complements our existing bouquet of channels in India, utilizing existing programming resources customised to the Punjabi market and backed by Reliance’s great media assets in the region.”
Termed as a category creator, the channel is positioned as the first International Punjabi channel and will launch on 14 January. Targeting the 15+ audience, the channel will feature the best of CBS content all dubbed in Punjabi, giving local audiences immediate access to world class entertainment. The channel will be available across Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP) region. The channel will be distributed on digital and analog platforms, with an extensive reach of over 6mn+ C&S households in the region. The BIG CBS JV already has three channels - BIG CBS PRIME, BIG CBS LOVE and BIG CBS SPARK.
Spark Punjabi will air the latest seasons of international shows such as Jerry Springer, Hawaii Five-O, America’s Next Top Model, Masked Warriors – an international wrestling format, amongst others, dubbed in Punjabi. The channel will also feature a judicious mix of Punjabi music, international dubbed movies and local programming in Punjabi.