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NEW YORK – BIG CBS, a joint venture between India’s Reliance Broadcast Network and CBS Corp., will launch a Punjabi-language TV channel to cater to demand for international content dubbed in local languages, the Wall Street Journal reported.
The Punjabi-language network will feature CBS content dubbed in the Punjabi language and tap into the growing market for regional content in India. The market for regional advertising in the country is seen as worth around 12 billion rupees ($228 million), the Journal said.
It will air such CBS hits as Hawaii Five-O, America’s Next Top Model, Jerry Springer and Masked Warriors, an international wrestling format.
Reliance Broadcast said the new channel will have a potential reach of about six million cable and satellite TV homes, according to the Journal.
The CBS joint venture already airs three English-language networks in India.
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