Post the ICC World Cup 2007, SAB TV has rendered quiet a few initiatives towards its promotional activities which cut through the clutter, keeping in line with its new positioning. The channel follows the ‘Young at Heart’ philosophy, in terms of its marketing and programming. The channel plans to offer the New Age Indian entertainment that is innovative, aspirational and optimistic.
As the channel targets the youth, officials believes that the channel has no intention of playing kitchen policies and their themes are based on targetting the youth.
Anuj Kapoor, Senior VP and Business Head, SAB TV, said, “The channel positions itself with the philosophy of ‘Young at Heart’. For our innovations, we have planned some new fresh themes for marketing and promoting for our new shows.”
Kapoor believes that today young people are more interested in watching shows with new innovation and have least interest in the shows of other GEC channels. He added, “We do not want any residue of other GECs. For the channel to be recognised and to be salient worldwide, especially when the TG is the youth, the channel needs to have its promotion done in the areas of new age media.”
Manish Hariprasad, AVP, Marketing, SAB TV, explained, “Reaching out to the youth is easier said than done. When you talk to the youth of this country, you need to talk in their language. The youth of today has changed. Increasingly, today’s youth is more logged onto the Internet. In fact, they are more involved in the New Age media. They have very little regards for the conventional media. So we are trying to provide ‘new’ television to the ‘new’ generation.”
Hariprasad elucidated that this was the rationale behind doing shows like ‘Left Right Left’, ‘Mohalla Mohabbat Wala’, ‘FIR’, and revamping ‘Yes Boss’ completely. “All are shows were completely on this path.
Likewise, we created a virus mail to promote the ‘Left Right Left’ which, I feel, is the most creative innovations by an Indian television channel. Through this creation, SAB has used the Internet in a very effective manner with the Virus girl being sent out as a chain mail. People loved her and even hated her, but there will be no denying to the fact that Virus did create her own fan following among the youth. This is a perfect example of how cost effective yet novel ideas have the potential of becoming a rage,” he explained.
According to Hariprasad, numerous studies have elucidated a chain mail that has to be either very creative or has to be highly irritating to be popular on the Internet, and Virus is a perfect mix of both. He said, “Continuing its rendezvous with this new age platform, SAB’s ‘Left Right Left’ website has become an immediate hit and already has 16,00,000 hits, 7,000 posts, and over 10,000 registered members or ‘cadets’ as they choose to call themselves.”
While speaking on the channel’s future plans, Kapoor informed that they are planning on some new shows under their comedy block, but did not divulge on further information.
Speaking on its new innovation, Kapoor said, “We will be inventing ‘Mobi-sodes’ to have the new show promoted. Again, this will be first of its kind for a show and we are very excited about the new innovation. With seeing ourselves bagging awards at Promax-BDA World and Asia, we are all geared for more innovations like these. I very strongly believe that promotions need to be integrated well with new fresh innovation, and that’s the key source for any channels breakthrough.”