October 2010 will see the release of three new English-language television channels in India. By virtue of a partnership between Reliance Broadcast Network Ltd and CBS Studios International, viewers will see the launch of ‘Big CBS Prime’ (a general entertainment channel), ‘Big CBS Spark’ (a youth focused channel), and ‘Big CBS Love’ (a channel for women).
There are a number of clear advantages to the Big CBS partnership. Firstly, the three channels will have access to an extensive library of past and present CBS programming. As a consequence of this, there is not the same pressing need to spend money commissioning Hindi-language content, even though Screen India reported that some commissions have already taken place.
Secondly, according to The Huffington Post, the Big CBS partnership will not only hold programming rights across India, but for Nepal, Bhutan, Sri Lanka, Bangladesh, the Maldives and Pakistan as well. This presents a magnificent opportunity for Reliance Broadcast and CBS to integrate and develop their brands in those viewing territories.
However, attention should also be paid to the disadvantages of this venture. Firstly, on the surface at least, there appears to be a significant imbalance in the relationship between Reliance Broadcast and CBS in relation to content. If indeed CBS are to provide an overwhelming percentage of the content for the three channels, then their success relies to a great extent on how strong or weak that content is. If CBS goes through a baron spell, then so will the Big CBS channels. In this instance, Reliance Broadcast would need to be very careful that its own brand equity does not diminish as a result of CBS.
Secondly, all three channels could be rendered useless if they become a dumping ground for low quality content. Like all content producers, CBS has its fair share of failures, and to pretend that such programming can even act as filler in otherwise good channels would be complete folly.
Thirdly, there is a very real possibility that with the bulk of the content originating in the United States, the overall output may become very narrow. The United States is hardly the only English-speaking nation in the world. Thus, the scope for content outside of the USA appears greatly reduced.
Lastly, Big CBS should proceed with caution when attempting a ‘youth’ channel or a ‘for women’ channel. History shows us that, in the first instance, viewerships tend to criss-cross fairly significantly, resulting in channels attracting audiences that did not form the initial target market. This is evident, for example, in younger viewers, older viewers, male viewers and female viewers consuming and interacting with each other’s media as opposed to that which is crudely decreed to be ‘their own’.
What the aforementioned point highlights is that, in general, consumers react negatively to being told what they are and what they are not, and what they should and not like. Historically, channels intended for women, regardless of the viewing territory they were launched in, had a terrible habit of being populated by programming consisting of low grade talk shows, fashion items, and beauty tips. Alternatively, ‘youth’ channels have often tried to be wacky and zany, normally consisting of cartoons or school-based dramas. To suppose that women and young people are (or ever were) so standardised and homogeneous is completely absurd. One would hope that Big CBS does not make such a mistake. That said, the very name ‘Big CBS Love’ sounds worryingly queasy. Worse still, CNBC-TV18 recently cited ‘Judge Judy’ as one of the programmes designated for ‘Big CBS Spark’ (see below):
I have heard ‘Judge Judy’ called many things, but youth entertainment? Unless youth audiences have shown a significant appetite for existing like-programming such as Kiran Bedi’s ‘Aap Ki Kachehri’ on Star Plus – and there is no tangible evidence I know of which indicates that they have – what makes Big CBS suppose that youth audiences would flock to ‘Judge Judy’?
All this aside, the launch of Big CBS is an exciting step for Indian television. As with all media, Reliance Broadcast and CBS must ensure that their strategy and execution for Big CBS are correct. If they are, then the Indian television market may be about to take a very significant step forward.
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