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Big CBS Prime unveils new on-air look and logo

News Helpline | April, 13 2013

Big CBS Network has unveiled an all-new packaging and logo for its marquee channel, Big CBS Prime. Following the introduction of Hindi feed on the channel, the revamped packaging aims to augment its reach through increased sampling among Hindi-speaking male audiences across not only the eight metros, but also the additional 38 cities that have recently switched to Phase II of digitisation.

Big CBS Prime’s brand new packaging uses bright colours like magenta, red and purple communicating the channel’s premium and aspirational positioning and its promise of providing the best international content to viewers. Keeping in mind the channel’s core target audience of SEC ABC 15+ male audiences, the new music bed for Big CBS Prime was created by Global Indian Music Award winning composer for 2013’s most-awarded song ‘Paani Da’ from Vicky Donor and 92.7 Big FM’s National Creative Head, Rochak Kohli.

An extensive research initiated by the network enabled it to not only identify consumer perception towards the channel’s programming lineup, but also towards the overall package to enhance sampling among newer audiences. As part of the new packaging, the network has revamped all key identifiers for the channel including its logo, channel ID, show packaging, promo packaging, channel bug and on-screen graphics.

Anand Chakravarthy, Business Head – Big CBS Network, said, “Phase II 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 cutting-edge quality and the premium international look and feel synonymous with Big CBS Prime. 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 currently airs shows like the latest seasons of America’s Got Talent, 48 Hours Mystery, CSI and Bellator which have gained immense popularity.

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