CBS' India Venture To Launch Punjabi Television Channel

Date : 01/10/2012 @ 12:39AM
Source : Dow Jones News
Stock : Cbs Corp. Class B (CBS)
Quote : 61.57  -0.03 (-0.05%) @ 4:00PM

CBS' India Venture To Launch Punjabi Television Channel

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BIG CBS, an equal joint venture between India's Reliance Broadcast Network Ltd. (533143.BY) and CBS Corp. (CBS), said Tuesday it will launch a Punjabi-language television channel to cater to demand for international content dubbed in local languages.

The new channel, featuring CBS content dubbed in the Punjabi language, is likely to tap into a burgeoning niche market for regional content in India whose television industry is expected to be worth $8 billion by the end of 2012, according to a study by consultancy firm Deloitte and industry body Assocham.

Reliance Broadcast said the new channel will have a potential reach of about 6 million cable and satellite households, and will air CBS prime-time shows like Jerry Springer, Hawaii Five-O, America's Next Top Model, Masked Warriors--an international wrestling format--and other shows dubbed in Punjabi. BIG CBS hopes to gain a share of the INR12 billion regional advertising pie, a press release said, without elaborating.

The joint venture already airs three English-language channels in India, home to the world's largest English-speaking population. BIG CBS competes with News Corp., Time Warner Inc., Walt Disney Co. and Viacom Inc., which air English and Hindi-language channels in India.

News Corp. owns Dow Jones & Co., publisher of this newswire and The Wall Street Journal.

-By Kenan Machado, Dow Jones Newswires; +91 22 6145 6107; kenan.machado@dowjones.com

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