Big CBS Prime, an English male-targeted entertainment channel owned by Reliance Broadcast Network (RBNL) and CBS Studios International, is launching a Hindi feed to widen its reach.

With this launch, Big CBS Prime becomes the only international English GEC with a multi-lingual feed. It will help Big CBS Network play in the Hindi-speaking market (HSM), which has higher advertising potential.

According to the company, male audiences are under-served on Indian television, through limited genres like news, sports and action movies which are intermittently available. This gap in entertainment offerings creates an opportunity for a male offering across HSM.

The channel will be available across the top eight metros to begin with. This will then extend to all 38 cities of DAS (Digital Addressable System) Phase two as digitisation rolls out there.

While the current reach of Big CBS Prime across seven metros (CS 4+) stood at 1.9 million people, the reach through this new Hindi feed is expected to grow to more than 10 million (CS 4+) viewers. Targeted at the 10+ SEC AB, Males, the Hindi feed will be available beginning today.

With the look and personality of Big CBS Prime clearly defined as international, glossy, masculine and vicarious, it will now provide audiences with shows like 'NCIS', 'CSI: Crime Scene Investigation', 'Blue Bloods', 'Elementary' and '48 Hours'

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