Big CBS Prime adopts new look; expands Hindi feed for HSM

The Hindi feed, launched in the metros in February, will be expanded to the Hindi speaking markets.

Big CBS Prime, the English entertainment channel of the Big CBS network, has unveiled a new packaging and logo. The development comes close on the heels of the launch of the Hindi feed for the channel.

Although it was initially positioned to target the 15+ male urban audience, the channel now aims to appeal to a wider cross section of the male audience in the Hindi speaking markets (HSMs); the new look is glossier, with brighter colours such as magenta, red and purple to communicate the channel's aspirational positioning.

As a part of the new packaging for Prime, the network has revamped all key identifiers for the channel including its logo, channel ID, show packaging, promo packaging, channel bug, image IDs and on-screen graphics.

A new track has also been created to suit the image. The music is by Rochak Kohli, national creative head, 92.7 Big FM, who won the Global Indian Music Award for the song Paani Da from Vicky Donor.

The programming and content line-up on the channel will be unchanged, including shows such as America's Got Talent, 48 Hours Mystery, CSI and Bellator, which are distributed by the network partners CBS Studios International.

Anand Chakravarthy, business head, Big CBS Networks, says, "Phase 2 of digitisation has altered the dynamics of television viewing across India. The changing habits have enabled audience evolution - creating an opportunity for us to expand our reach in HSMs. The new packaging allows us to reach out to a wider set of audiences while creating mass appeal and maintaining the premium international look and feel synonymous with the channel. The new colour palette makes for a young and vibrant look, which is more relatable to our younger male audiences, while creating a more exciting advertisement platform for our clients."

The channel is currently in the process of expanding the Hindi feed to the DAS Phase 2 markets (38 cities having 1 million+ population). It has already reached the 1 million+ markets (cities with over a million population) of Gujarat, Punjab and Maharashtra. However, in Punjab, the channel's Hindi feed is also available in towns with less than 1 million population.

Chakravarthy adds that this is the first time that an English entertainment channel has launched a regional feed in the country. While the exact expenses on the Hindi feed could not be ascertained, it is learnt that in general, dubbing costs are in the range of Rs 20,000 for one hour of programming.

Instead of dubbed content, why not launch a Hindi channel? Chakravarthy answers, "The cost of production of such high quality content is large. Also, the audience now wants more variety in the content."