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RBNL gears for digitisation, launches ‘Switch to’ campaign

21-September-2012
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RBNL gears for digitisation, launches ‘Switch to’ campaign

Cable will soon be a thing of the past. With October 31 fixed as the D-Day for Digitisation, Reliance Broadcast Network, is all set to make the most of it with its new campaign titled ‘Switch To’.

The campaign is designed to create enormous awareness amongst target audiences to ‘Switch To’ the right service provider who can offer best value basis individual’s entertainment needs. This campaign also provides operators an effective tool to reach out through the marketing muscle and expertise of RBNL’s mediums across television, radio, on-ground, digital and outdoor, to gain increased visibility through this multi-media campaign.

Anand Chakravarthy – Business Head, BIG CBS Networks said, “Digitisation is an imperative step for the growth of the broadcast sector in India. While we have technologies available to improve efficiencies of broadcasting across the value chain, the lack of adoption from consumers slows the growth of the industry. This campaign enables consumers to ‘Switch To’ the provider that meets their requirements, while at the same time offering operators with an effective marketing campaign to partner with. Together, we are confident we can bring about the much needed ‘Switch’.”

‘Switch To’ launches on the back of Reliance Broadcast’s campaign which rolled earlier this year called ‘Choose Your Set Top Box Wisely’ tailored to increase awareness and empower consumers with adequate information to make the right choice while choosing their set top boxes, while simultaneously enabling operators to build their brand equity. This campaign takes it a step further highlighting key entertainment options available to be able to make a more informed switch.

The first phase of this campaign will be led across four metros i.e. Delhi, Mumbai, Bangalore and Kolkata by key shows from the BIG CBS Network – America’s Got Talent, The X Factor and American Idol being simulcast on BIG CBS Prime, BIG CBS Love and BIG CBS Spark .

Ensuring optimal reach, the entire media muscle of Reliance Broadcast Network will come into play across its television channel bouquet – Big CBS Prime, Love, Spark, Big Magic, Big CBS Spark Punjabi and Bloomberg TV India; its extensive radio network Big FM; the out of home vertical Big Street, along with print, on-ground and digital.

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