MUMBAI: As part of its programming strategy to simulcast shows across its channels, Big CBS Network is readying to launch its latest home grown property in the next few weeks.

‘India‘s Prime Icon‘, the new show, will be dual-cast across the two male targeted channels, Big CBS Prime and business news channel Bloomberg TV India.

The show aims to get Indians choose their icons ? successful and celebrated personalities who inspire and influence them the most! According to the broadcaster, the USP of the property is to allow people to choose their icons from across all sectors of life, be it sports, entertainment, business, politics, social welfare.

Big CBS Networks business head Anand Chakravarthy said, "Our country boasts of some of the most influential men and women who are an inspiration, role model and icons for the people. India‘s Prime Icon is a new concept, which has not been explored in the past and which indicates at an opportunity to connect with audiences. Both Big CBS Prime and Bloomberg India are both premium channels, making them perfect platforms to reach out to the right audience mix, both for this show as well as for marketers."

With Big CBS Prime and Bloomberg TV India both targetting premium audiences, the show has been designed to ensure it meets the entertainment penchant of the upwardly mobile males, seeking content. India‘s Prime Icon will bring forth the lifestyle of Indian society‘s elite personalities and evaluate them based on the qualities which have made them the prime icons of the country.

Recommendations for India‘s Prime Icons will come from none other than the audiences themselves, through a voting system, and will see prominent personalities from across business tycoons, sports personalities, entertainers and Bollywood celebs making it to the list. Following this, an eminent jury will qualify the entries and shortlist the top 20 icons.

The 20 icons will be revealed on the Channel each evening during prime time and a voting window will be kept open for 24 hours so that viewers can vote for their favourite icons, which decided the Top 10 icons.

‘India‘s Prime Icon‘ is designed to give audiences a peek about the life stories of distinguished Indian men and women. Seagram‘s 100 Pipers will collaborate in this initiative as its brand represents "True Legends" and believes in the legacy of achievers whose sense of accomplishment goes beyond professional excellence to something deeper.

Pernod Ricard India VP marketing Bikram Basu said, "Seagram‘s 100 Pipers stands for True Legends. Our association with Big CBS Prime‘s India‘s Prime Icon show reiterates our common values, and brings our brand closer to India‘s true icons."

The Top 10 icons will battle it out to the coveted title of India‘s Prime Icon, with each episode unveiling one icon showcasing the stories of their lives, style statements, achievements, sex appeal, philanthropy popularity and more...

To ensure optimal reach, Big CBS Networks has planned an extensive marketing campaign for the show. The network will engage audiences on multiple touch points ranging radio, television, out of home media and social media.

The show targets the urban Indian audience who live life in style.These viewers will see popular personalities from across the country.Eventually one person will be awarded the title and declared ‘India‘s Prime Icon‘.