Spark Punjabi is positioned as the first International Punjabi Channel.

BIG CBS already runs three English language channels: BIG CBS Prime, BIG CBS Love and BIG CBS Spark. This will be the fourth channel of the joint Venture.

Spark Punjabi will be available across Punjab, Haryana, Chandigarh and Himachal Pradesh regions. Targeting 15 plus audience, featuring best of CBS content dubbed in Punjabi. The channel has also plans to feature a mix of Punjabi music and latest international shows dubbed in Punjabi.

Tarun Katial, CEO, Reliance Broadcast Network (RBNL),said, “India’s booming regional television industry with limited regional entertainment options is an opportunity that we are leveraging. With our robust radio network in place, Spark Punjabi will allow a more integrated offering to marketers, while presenting audiences with the best television entertainment.”

Armando Nuñez, President of CBS Studios International, said, “The move into the regional market perfectly complements our existing bouquet of channels in India, utilising existing programming resources customised to the Punjabi market and backed by Reliance’s great media assets in the region.”

The channel will be distributed on digital and analog platforms over reach of six million cable and satellite homes in the region. The shares of the Reliance Broadcast Network on Tuesday rose by 2.45 points or 5.04%.