The vacant holes in SAB TV are finally seeing talent coming in. Another development on this front is SET India's Nina Jaipuria moving to SAB TV as Marketing Head. She was in the marketing department of Sony Entertainment Television.
N P Singh, COO, SET India, said, "Nina was a perfect choice for this responsibility, as she has had the experience of this kind of work with SET and she was proved her skill to take on this task."
Jaipuria has been associated with some of the most talked about and effective Sony marketing endeavours like the Jassi launch, Indian Idol etc.
The SAB TV brand was recently acquired by SET India. Following this, most aspects of the channel are managed by Sony. While the sales function of the channel has become centralised with other SET channels, Sony and MAX under the leadership of Rohit Gupta, MAX' P S Parshuram was brought in to head the programming of the channel and Jaipuria fills in to take care of the marketing need of the channel.
There has been substantial word in the market in regards to the utility of SAB TV in the SET bouquet and one school of thought has been that the channel will be used as a 'rerun' channel. Singh however cleared out all such doubts, "The channel has a positioning, that of a humour channel and we intend to keep that positioning intact. It has original shows presently from 8.00 pm to 10.00 pm and this definitely wouldn't be changed."
The changes that did come in the programming post acquisition was the introduction of a movie band in the weekends but that again was in keeping with the channel's essence and hence bringing in humour movies.
Singh explained that even as SET India has definite plans for the channel, this would unfold in the same manner as they do for any of the SET channels and will see their subsequent course of action.