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Production / Distribution

Big CBS Prime spreads reach into India's Hindi market

The Hindi feed for entertainment channel Big CBS Prime is now available in one million towns following its restricted launch to the country's top eight metros in February, according to Reliance Broadcast Network Limited.

The channel, which is international in content, now has a reported reach of 30 million households in Gujarat, Punjab, Maharashtra, Madhya Pradesh, Uttar Pradesh and Rajasthan thanks to new deals with regional multi-system operators. In addition, it is available in the eight largest metros, via both direct-to-home (DTH) platforms and national cable TV providers.

"With the launch of the Hindi language feed, Big CBS Prime now expands into one million plus HSMs [Hindi-speaking markets] in the country, expanding its audience base," said Anand Chakravarthy of Big CBS Networks. "The channel has seen very encouraging results over the last few weeks, since launch of the language feed in metros, and we expect to get an even better response in the HSMs.

The channel – part of a joint venture with CBS Studios International – provides general entertainment with a masculine slant, with US shows such as NCIS, CSI: Crime Scene Investigation, Blue Bloods, Elementary, 48 Hours, Galileo Extreme, Survivor, Hawaii 5-O, America's Got Talent and Bellator. It was originally transmitted solely with an English audio feed.

At the launch of the Hindi feed in February, Tarun Katial, chief executive, Reliance Broadcast Network, said the prime feed was timed to meet the second phase of the implementation of digital addressable systems in India. "We are addressing a lacuna that exists in the male entertainment space through our offering of highly aspirational international content dubbed in Hindi," he said.

"We are sure that the channel will build a strong viewer base ensuring better ROI for marketers and advertisers," added Chakravarthy.

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