MUMBAI: Big CBS Prime, an English male-targeted entertainment channel, is eyeing to strengthen it weekend programming with the launch of a special weekend property ?Maha Crime Sunday?.

Starting 21 April, the seven week special will air every Sunday from 8.30 pm-10.30 pm.

The channel, available in dual feeds of English and Hindi, will treat audiences to crime based shows selected from the key programming like 48 Hours: Mystery and CSI: Crime Scene Investigation. ?Maha Crime Sunday? has been designed to suit the entertainment penchants of the male audiences in India.

Big CBS Networks business head Anand Chakravarthy said, "This special, is backed with the understanding that audiences seek gripping stories which are well delivered, and wish to move away from story lines and programming which are served to them frivolously and more flippantly. With this offering we handpick episodes, by theme, from two of our key shows CSI: Crime Scene Investigation and 48 Hours: Mystery to highlight social evils. We are confident that this programming innovation will work excellently with both audiences and marketers."

With films and television sharing a symbiotic relationship, ?Maha Crime Sunday? will see its first episode have actor Emraan Hashmi coming on board to reach out to its ?male audience for the promotion of his film Ek Thi Daayan. Ensuring mass appeal, each of the shows will be peppered with Indian content as Bollywood and celebrities takes on the shows to promote their films, where synergies exist.

The property will see the spot-light on a special cause. These will range from cyber crimes to crime against women to domestic violence to sexual abuse and violence.

Big CBS Prime will carry out extensive promotional activities for this fresh new property Maha Sunday Crime to increase its viewership. There will be wide on-air promotions and space in the advertising mediums including TV, Radio and digital.