BIG CBS Prime Makes Debut Across India

MUMBAI: The first of three English-language channels to hit the Indian market from a joint venture between Reliance Broadcast Network and CBS Studios International, BIG CBS Prime, made its official launch today.

The general-entertainment service features 37 hours of original programming each week, with shows such as NCIS, Survivor and The Late Show with David Letterman debuting within 24 hours of their U.S. broadcasts. The channel also boasts series such as Blue Bloods, The Good Wife, Entertainment Tonight, The Insider, Frasier and CSI.

BIG CBS Networks entered into distribution alliances with Reliance BIG TV, Digicable, Den Networks and Hathway ahead of the launch. It has recently also inked distribution deals with InCable, Airtel DTH and 7Star, taking the total reach to 20 million households across India.

For its programming mix, BIG CBS Networks inked deals with Sony Pictures and NBC Universe for exclusive access to a range of content. There are also plans for localizing select CBS Studios’ shows for Indian audiences.

Tarun Katial, the CEO of Reliance Broadcast Network, said, “The launch of BIG CBS Prime is the first step towards addressing the current need gaps of Indian viewers for internationally acclaimed quality programming. BIG CBS Networks aims to address current gaps felt by the Indian viewers for fresh international programming. With the current time lag between the U.S. and India premiers of shows ranging 9 months or more and minimal content exclusivity, the appeal of current programmes and networks offering this genre of programmes is limited. As a result of this, the English programming as a category is highly under-developed. With our exclusive range of programming mix, BIG CBS is uniquely posed to grow the size of this market.”

Tarun added, “Through our distribution tie-ups, we have achieved nearly 100-percent target audience coverage to reach over 20 million households on the day of launch.”

To read an exclusive interview with Tarun Katial, please click here.