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BIG CBS Spark plans to spend Rs 5 crore to reach audiences via social media

BIG CBS Spark, an English youth entertainment channel has allocated
media spends of approximately Rs 5 crore to reach out to its audiences through
social media platforms like blogging, interactive contests, polls on social
networking sites and other digital platforms. The channel was launched in May
2011 by BIG CBS Networks, the joint venture between Reliance Broadcast Network
Limited and CBS Studios International.

BIG CBS Spark, an English youth entertainment channel has allocated
media spends of approximately Rs 5 crore to reach out to its audiences through
social media platforms like blogging, interactive contests, polls on social
networking sites and other digital platforms. The channel was launched in May
2011 by BIG CBS Networks, the joint venture between Reliance Broadcast Network
Limited and CBS Studios International.

The channel has also started a WAP site for initiating
contests and polls and passing on information about the shows to the users. According
to the company, the site has received over 113,120 hits till date. Also, the
contest on the mobile site attracted more than 13,800 leads in just a few days
of launch. Besides, during the recent IPL series, the channel targeted the
youth through blue casting (a tool that enables brands to deliver content and
applications to Bluetooth enabled mobile phones). Mobile users were able to
receive information on contests, polls and download from the channel in the
stadium. With blue-casting, the channel got around 68,000 downloads in two IPL
matches.

Understanding the youth’s internet behavior, BIG CBS Spark took over the home page and the ‘listen page’ of In.com. They also created a
roadblock on the movies page of Rediff.com and home page of Games2win.com and
captured the masthead of YouTube.com. The campaign helped the channel to
receive 62 million impressions.

Commenting on digital initiatives undertaken by
the channel, Anand Chakravarthy, executive vice-president marketing, Reliance
Broadcast Network Limited, said, “The aim was to not just increase brand
awareness but also to actively engage with the core TG of BIG CBS SPARK – the
young urban youth. We went with a predominantly digital led campaign,
leveraging the mobile platform, social media, online portals and used cricket
as a great opportunity to seed the channel. Given our audiences high affinity
for interactive mediums, the campaign was designed to enable this and delivered
great results, ensuring high awareness and sampling of the shows.” 

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