Keeping in line with its new positioning, SAB has launched two shows — ‘Lovestory’, that is directed by filmmaker Anurag Basu; and ‘4’, that is produced by Edit 2 Media. In addition to these, the channel has also announced the comeback of its primetime properties like ‘Left Right Left’, ‘Mohalla Mohabbat Wala’, ‘Yes Boss’ and ‘FIR’. The new programming began from April 30 with the end of the ICC Cricket World Cup 2007.
Vikas Bahl, Senior VP and Business Head, SAB, said, “SAB is a channel for the ‘new India’, an India where people have dreams and they believe they can achieve them. The youth of today has changed; they have new beliefs, new aspirations, newfound money, new value systems, a new outlook towards life, new career option, but unfortunately, the same old television shows. We are trying to provide ‘new’ television to the ‘new’ generation. We are confident that the return of SAB with an increased gusto will surely have an impact. The ‘Budda Hoga Tera Baap’ and ‘Jab Tak Khoon Mein Jawani’ campaigns have been received very well and have invoked curiosity among the people.”
Speaking on the channel’s programming, Priya Mishra, Programming Head, SAB, said, “At SAB, it has been our endeavour to give the option of alternate viewing to a very evolved, yet a discerning viewer. Our programming has been in sync with this, and each show is a step in that direction. Aspects such as direction, scripting and even music for all our shows has been dealt with utmost detailing, and we hope that the viewers enjoy our offering.”
‘Lovestory’ is a fast-paced New Age romance with a thriller element. The show premiered on April 30 and will be aired from Monday to Friday at 9 pm. On the other hand, ‘4’ is a story of four friends who have to face the toughest phase of their lives after they graduate and how their friendship endures through the turmoil. The show will be telecast from Monday to Friday in the 8.30 pm time slot.
‘Left Right Left’ season II returned on April 30 in prime time slot of 9.30 pm, to be aired from Monday to Friday, while the other new season of ‘MMW’ will go on air from Monday to Friday in the 8 pm time slot.