Come September and three general entertainment channels are set to launch new shows. While SAB and Star One have opted for the comedy genre with ‘Main Kab Saas Banoongi’ and ‘Paani Puri’, respectively, NDTV Imagine will be launching a love saga, ‘Chand Ke Paar Chalo’.
‘Main Kab Saas Banoongi’ will go on air from September 1 on SAB, which recently revamped itself as a comedy channel in the general entertainment space. ‘Main Kab Saas Banoongi’ will be aired Monday to Thursday in the 8.00 pm prime time slot. The show replaces ‘Yes Boss’ and ‘FIR’, which has been shifted to Fridays in the 7-8 pm time band.
‘Main Kab Saas Banoongi’ is woven around the aspirations of ‘a bahu’ to occupy the power throne of the house by becoming ‘a saas’. The show has been produced by Deepti Bhatnagar Productions.
Speaking on the concept of the show, Anooj Kapoor, Business Head, SAB, explained, “SAB’s innovative and dynamic programming acts like a breeze of fresh air in the negativism of the usual ‘saas-bahu’ sagas usually portrayed on the small screen. I am confident that this show will add to our impressive line-up of family comedies like ‘Taarak Mehta ka Ooltah Chashmah’, ‘Lo Ho Gayi Pooja Iss Ghar Ki’, etc.”
According to Kapoor, many of the GECs had reached a saturation level with the same kind of ‘saas-bahu’ dramas. He said, “I would term this saturation as Amar, Akbar, Anthony, where Amar stands for the daily soaps, Akbar for reality shows, and Anthony for mythologies.”
On the marketing plans, Kapoor said that the TG for the channel was 4+ audiences in Hindi speaking markets (HSM). But since most of the GECs were driven by women, the marketing plans revolved around the women. Besides targeting the traditional mediums that includes, TV, print and outdoor hoardings, the channel plans more on the BTL activity as well.
SAB has plans for four new sitcoms, of which three are already on air while a new show would go on air from September 19, which will replace ‘Left Right Left’.
Meanwhile, following its comedy reign with ‘The Great Indian Laughter Challenge’, ‘Sarabhai v/s Sarabhai’, and ‘Instant Khichdi’, Star One has announced a new sitcom, ‘Paani Puri’. The show commences from August 30, and will be aired every Saturday at 9.00 pm. The show is set against a backdrop where two families hailing from diverse cultures and backgrounds come to live under one roof to cause mayhem and chaos.
Taking a different route, NDTV Imagine is launching a love saga, ‘Chand Ke Paar Chalo’, in September. Announcing the launch of the show, Shailaja Kejriwal, EVP- Content, NDTV Imagine, said, “Amidst all the family dramas and the multi-generational conflicts, NDTV Imagine presents a love story for the young at heart. It is a classic love story set in the heart of Lucknow, full of poetry and passion, pain and sacrifice.”
‘Chand Ke Paar Chalo’ is a co-production between Tangerine Digital and Morpheus Motion Pictures Pvt Ltd.