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Reliance Broadcast Network Ltd (RBNL) has said that it will spend over Rs 10 crore on promotion and marketing to support the launch of its new English lifestyle channel — BIG CBS Love — that could also include advertising during the upcoming IPL.
“Marketing of the channel is important and we are ensuring appropriate marketing push. Spends for BIG CBS Love, will be upwards of Rs 10 crore in just the launch phase alone,” the company CEO, Mr Tarun Katial, told PTI.
The channel, which targets the contemporary urban couples is being launched today, and the company will utilise its multimedia platforms such as radio, out-of-home and other television channels for the promotion.
“We also have a very strong group marketing back-up, which includes BIG Cinemas, Zapak, BIG Adda, key out-of-home inventory like the DAME and more. We will evaluate IPL opportunities and if it is cost-efficient, we could certainly explore,” Mr Katial said.
RBNL had last year entered into a joint venture with the US-based media firm CBS Studios to launch the latter’s channels in India. Already it has already launched BIG CBS Prime, an English entertainment channel.
After the launch of CBS Love, the next channel from the CBS stable is Big CBS Spark, which will go on air formally immediately after the cricket World Cup.
RBNL, which has also recently announced a tie-up with Germany’s media company RTL Group, will launch two English channels within the first six months of the next fiscal.
The company is also exploring joint ventures to establish presence in regional and Hindi entertainment space and others.
“As RBNL strengthens its multi media presence, new opportunities will arise, which could lead to collaborations with international partners across our businesses whether radio, television, out of home or live events,” Mr Katial said.
Commenting on the radio business, he said the company is yet to hear from the Government on phase three of FM radio licences.
“We are the largest player in the country and would like to hold our position, he added.
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