Spark Punjabi, the international Punjabi channel launched by the Reliance Broadcast Network Ltd (RBNL) and CBS Studios International JV, has become a market leader in just over a month of its launch in the Punjab, Haryana, Chandigarh and Himachal Pradesh markets.
According to TAM Media Research data for the Weeks 3-6 2012 (CS4+ Males, Punjab 1 Mn+), 7PM - 12AM., Spark Punjabi has taken a lead with 29 per cent share, as compared to that of 26 per cent for PTC Punjabi. MH1 and 9X Tashan are not far behind with shares of 23 per cent and 22 per cent, respectively.
Commenting on the success of Spark Punjabi, Tarun Katial, CEO, Reliance Broadcast Network Ltd, said, “One of the key factors for the success is that the content is unique, differentiated and not duplicated. It gives the best of international content to the regional audience.”
Katial further said, “Our content strategy is to build and line up unique content for the channel. We are now coming up with a big non-fiction show for Punjab – ‘The Big Boli Star’.”
“We have a good strength on the ground. We have our radio station in Punjab, where we are able to promote to 25 cities. We have 360-degree presence with OOH. Our networking with Big Cinemas, too, has helped in the region. We have also done a lot of promotions through OOH and television. Our promotional spends would be Rs 1.5 crore across our own verticals of radio, OOH, digital and television,” he added.
MEC is the handling the media duties of Spark Punjabi, while the creatives are being done in-house.
Plans to sustain No. 1 position
Katial divulged, “We will need to continuously innovate and understand the consumers. Punjab has a lot of consumers who want quality shows. ‘The Big Boli Star’ should be a good show and would also be an audience contact programme.”
The TAM Media Research numbers indicate that there isn’t a huge gap between the various Punjabi channels, hence, competition could become tough as time progresses. Only time will tell if Spark Punjabi will be able to maintain its lead.