Following a multi-agency pitch, BIG CBS Networks Pvt Ltd, the recently announced JV between Reliance Broadcast Network Ltd (RBNL) and CBS Studios International, has appointed McCann Erickson to handle its creative duties. Though the ad spend on the business could be ascertained, it is believed to be substantial.
Quite a few agencies were invited to make their presentations. It is learnt that the final round of the pitch saw McCann Erickson and Rediffusion Y&R as the main contenders. An official spokesperson from BIG CBS has confirmed the development to exchange4media.
It may be recalled that RBNL had recently announced its joint venture with US-based media conglomerate CBS Studios International, christened BIG CBS Networks Pvt Ltd. The network will be launching three new English entertainment channels customised for the Indian market. The channels will premier in the fourth quarter of 2010 and mark RBNL’s foray into the TV business in India, and also marks the entry of CBS into the Indian market.
The themed channels will be targeted at India’s fast-growing, upwardly mobile population and will be branded BIG CBS Prime, a premium English general entertainment channel, BIG CBS Spark, India’s first ever English youth channel, and BIG CBS Love, India’s first ever women’s English entertainment channel.
While BIG CBS will initially focus on the English language general entertainment channels, the joint venture may also explore the option of launching Hindi language and regional language general entertainment channels, along with other possible projects in the future.
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