Big CBS Spark taps music library of Universal Music

The channel has entered into a strategic alliance with Universal Music to share its library featuring Madonna, Justin Bieber, U2, Metallica and Avicii, amongst others.

Big CBS Spark, the youth entertainment channel offering of the joint venture (JV) between Reliance Broadcast Network and CBS Studios International, has entered into a strategic alliance with Universal Music to share its music library.

The Universal Music library claims to have a collection of artists such as Madonna, Rihanna, Lady Gaga, Taylor Swift, Justin Bieber, Enrique Iglesias, LMFAO, Avicii, Jennifer Lopez, U2, Metallica, Bryan Adams, Bon Jovi, and Guns N Roses, amongst others. However, the music channel will host the music icons who are a rage in India.

In an official communiqué, Vishal Rally, business head, Big CBS Networks, says, "This alliance allows our young audiences immediate access to the music library featuring some of the best and latest from the international music industry. With this, we aim at further sharpening our positioning as the ultimate music destination."

The access to the library provides a platform to reach the relevant audiences in India, the channel claims. Big CBS Spark looks forward to sharpen its music positioning, backed with in-depth research and audience insight mapping.

Currently, the channel's programming line-up includes shows like Cheaters, Max, Smash Cards, Oblivious and Real TV. The music blocks range from hip-hop, rock, pop, folk, world, brass and chamber music to Hindi song tracks.

For the records, the Big CBS JV hosts four channels including Big CBS Prime, Big CBS Love, Big CBS Spark and the regional channel, Big CBS Spark Punjabi.