It is learnt that BIG CBS Network Pvt Ltd, the joint venture between Reliance Broadcast Network Ltd (RBNL) and CBS Studios International, has appointed MEC to handle its media duties. Though the media spend on the business could not be ascertained, it is believed to be substantial.
An official spokesperson of BIG CBS has confirmed the development. It may be recalled that in September 2010, McCann Erickson was roped in as creative partner for the Network.
In August 2010, RBNL had announced its joint venture with US-based media conglomerate CBS Studios International, christened BIG CBS Networks Pvt Ltd. The network launched three new English entertainment channels customised for the Indian market. The themed channels are targeted at India’s fast-growing, upwardly mobile population and have been 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.
In November 2010, the network premiered BIG CBS Prime, the first of the three channels that was launched. The channel takes its content from CBS’ programme library and has the latest seasons of shows such as ‘The Defenders’, ‘Blue Bloods’, ‘NCIS’, ‘Survivor’, ‘CSI: Crime Scene Investigation’ and ‘Rachael Ray’, among other shows.
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