Action is coming full flow from the Sony Entertainment Television (SET) stable, where the network is showing the first signs of serious concentration on the recently acquired channel SAB TV.
While much is planned for SAB TV, which is due to roll out next month, SET has roped in Contract’s Vice-President Vikas Bahl as Senior VP and Business Head of the channel. Bahl will report to SET’s COO N P Singh.
Kunal Dasgupta, CEO, SET India, said, “Vikas has joined as the Business Head of the channel. The programming and marketing teams will be working very closely with him to ensure that SAB TV achieves the targets it has set out for itself.”
Dasgupta added that Bahl brought diverse experience with him. Prior to the three years that Bahl spent at Contract as Vice-President, he was looking after national marketing for Radio Mirchi.
For Bahl, this was the challenge that he needed to take him off advertising, “This is a very exciting opportunity. SAB is a very strong brand and is in its most exciting phase at present. I am looking forward to being a part of the team that will take it forward from here.”
In his new job, Bahl will be responsible for the content and communication of the channel. As is known, SAB had recently roped in Ajay Modgil to head the marketing for the channel and old hand N Parshuram is responsible for the content for SAB TV.
Commenting on whether SET is happy with SAB’s voyage so far after becoming a member of the SET India family, Dasgupta observed, “Every channel takes its time in showing results. We are concentrating on the channel substantially now.”
There is indeed quite a lot happening at SAB TV. The channel is in the process of a change that will broad base its appeal from a merely comedy genre that it has been playing in so far. Channel officials assured that there was much more in store.