Following the announcement of 50:50 venture between Reliance Broadcast Network Ltd (previously Reliance Media World Ltd) and US-based media conglomerate CBS Studios International to launch a series of television channels in India, the venture, called Big CBS, has now invited agencies to handle its advertising business. A highly placed industry source has confirmed the development.
Details such as the names of the agencies invited for the pitch or the account size couldn’t be ascertained. No official comments were forthcoming at the time of filing the report.
According to media reports, Big CBS is expected to commence operations from January 2011. The JV is proposing to launch shows featuring syndicated content from CBS, which has several hit shows such as ‘The Young and the Restless’, ‘CSI’ and ‘America’s Next Top Model’, as well as sitcoms such as ‘Two and a Half Men’.
The joint venture eventually plans to launch movie channels as well as regional entertainment channels, but is not planning to enter the news space.
Reliance Broadcast Network operates in areas such as Radio (92.7 Big FM), Experiential Marketing (Big Live), Out of Home (Big Street) and Digital (Big Digital), and specialises in creating and executing integrated solutions for clients, across the country.
Reliance Media World-CBS JV channels will need to differentiate content, TG to grow the genre, say media planners