The advent of digital modes of broadcast reception and the conversion of analogue to digital represents a big change for consumers and businesses. Digitisation has led to a lot of significant changes in the broadcast space as well as in the different existing genres of programming.
According to Anooj Kapoor, EVP and Business Head, SAB TV, digitisation would prove to be beneficial for SAB TV since the channel has always managed to perform well in digital homes.
In conversation with exchange4media, Kapoor talks about how digitisation is redefining the Hindi GEC space, the launch of SAB’s two new shows and the channel’s content strategy, among other things…
Post digitisation, what are the key highlights that would define the changes in the Hindi GEC space?
We will benefit a lot owing to digitisation. In the past one year, we were ahead of bigger names such as Colors and Zee at times in digital homes. I think that has helped us. Going forward, as more cities get digitised, we will definitely gain from it.
Also, our placement was not so good with a reach of 44 vs. other channels that have a reach of 60. So, in a lot of cases we were available as channel number 60 and channel number 65. However, now there is a menu and we are placed next to Sony Entertainment Television as post DAS channels belonging to the same genre are placed together. Already, we can see a positive rub-off on SAB, with the channel jumping from 130 GRPs to 157 GRPs post digitisation.
SAB TV has launched two new shows – Tota weds Maina and Hum aapke hai in laws. What is the channel’s marketing strategy to create buzz around new launches?
Our campaigns are always a mix of conventional and unconventional media. Apart from TV, print and outdoor, we also have significant presence across multiplexes and malls in India. We also use social media. Unique PR initiatives spring from the theme of the show. We also look at on-ground initiatives; for example, we may want to do a mock marriage based on the concept of the new show ‘Tota weds Maina’ in some towns of Uttar Pradesh.
What is the rationale behind positioning the above mentioned shows in the 10PM to 11PM time slot?
Both the previous shows that were telecast in the 10PM and 10.30PM time slots have crossed 800 episodes. Hence, there is a bit of fatigue in both the shows. Our aim is to always refresh the channel and that is the reason why the speed of launching of new shows is always high.
However, we have delivered fantastic with ‘Baalveer’ and ‘Jeannie aur Juju’ proficiently sustaining themselves, while ‘Taarak Mehta ka ooltah chasmah’ continues to achieve new landmarks with 4.0 TVR and ‘Chidiyaghar’ attaining 2.0 TVR.
Please elaborate on the programming and content strategy for SAB TV?
The content strategy for SAB TV pertains to light-hearted family entertainment with positives of the joint family and positive social messaging, which is time and again embedded in all our shows. The channel’s current programming mix includes ‘Taarak Mehta ka ooltah chasmah’, ‘Baalveer’, ‘Chidiyaghar’, ‘Waah waah kyaa baat hai’, ‘Jeannie aur Juju’, ‘RK Laxman ki duniya’, ‘Chintu ban gaya gentleman’, ‘Gutur gu – season 2’, besides classic films over the weekends.