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SAB extends primetime band with new 9 pm offering based on cricket

SAB extends primetime band with new 9 pm offering based on cricket

Author | exchange4media Mumbai Bureau | Wednesday, Oct 24,2007 8:23 AM

SAB extends primetime band with new 9 pm offering based on cricket

SAB is launching a new show ‘Jersey No. 10’. The show comes in the 9 pm block, and the current 9 pm show ‘Love Story’ will moves to the 10 pm time band. ‘Jersey No. 10’, produced by Cinevistaas, will be premiered on November 5.

To be aired from Monday to Thursday, ‘Jersey No. 10’ is a drama fiction strip. SAB’s Business Head Anuj Kapoor explained that this was one of the first several new shows that the channel had planned for the coming weeks. Some of the other production houses that the channel is working with are Balaji Telefilms, Miditech, Endemol and BR Films, among others.

Kapoor said, “We see ‘Jersey No. 10’ as the next channel driver, as the show concept is very relevant to our core TG of the age group of 15-35.” He further explained that the show would be supported with an extensive marketing campaign across various media, both on and off-air. He said, “We have put up hoardings all across, and the marketing campaign will also to be taken to malls and campuses across the country. We are also going to do the radio spots, and we also aim to advertise it in the cricket matches lined up around the same time.”

The teasers are already on-air across the SET network channels and other television stations as well, in addition to radio. The main campaign will break across all channels on October 28. The marketing activities would continue for two weeks after the programme launch. “Both pre-launch and post-launch activities are critical, so we have planned the marketing accordingly,” said Kapoor.

Abhishek Verma, Head-Marketing, SAB, added, “With these programming and marketing initiatives, the objective is also to reinforce the positioning of celebration of youth, rather than the irreverence of youth. A lot of things that we have planned really are based on this thought process.”

‘Jersey No.10’ revolves around cricket, and is the story of the on-field and off-field rivalry of two stepbrothers. Both brothers, who are in the same sports academy, are working for this coveted jersey No. 10, which is worn by the person who sent to the Indian cricket team by the academy. The channel officials explained that incidentally, No. 10 stands for the epitome of excellence and among the other well-known players who wear a jersey No. 10 is Sachin Tendulkar.

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