MUMBAI: Big CBS Spark, the youth channel from RBNL and CBS JV, has partnered with the music company Universal Music.

The partnership will allow audiences of Big CBS Spark access to the expansive library of Universal Music. It offers Universal Music a platform to reach its content to relevant youth audiences in India.

Big CBS Spark is sharpening its music positioning, backed with research and audience insight mapping. The channel hopes that music from Universal Music will add to the appeal of the channel.

Big CBS Networks business head Vishal Rally said, ?This alliance allows our young audiences immediate access to world class and an enviable music library, featuring some of the best and latest from the international music industry. We further sharpen our positioning as the ultimate music destination and are confident of this content resonating excellently with our loyal young audiences. With our channel, we offer the youth the entertainment that they seek while offering marketers the best RoI for their brands.?

Universal Music has a library ranging from international artists like Madonna, Rihanna, Lady Gaga, Taylor Swift, Justin Bieber, and Enrique Iglesias.