In an environment where Hindi GECs are striving to hold the ground beneath their feet with the shifty weekly numbers, SAB appears comfortable with a second week of crossing the 150+ GRP mark (C&S 4+, Hindi speaking markets, TAM Media Research). Much has been said on SAB’s GRP growth story of climbing from 19 to 35 to 100 to 150 or the 400 per cent increase in advertising revenues in the last two years. SAB now has its sights on the big game.
The channel is working on entering the big league or the Tier I Hindi GECs. The twin-pronged approach to achieve this is to increase its programming to six days a week, beginning June 2011. The plan also is to invest in the channel’s reach.
Speaking to exchange4media, Anooj Kapoor, Executive Vice President and Business Head, SAB, said, “Moving to six-day week programming means an additional seven hours of fresh slots. And ratings are directly proportional to reach. So with more content and better reach, I do believe we can cross the 200+ GRP mark.”
As per media planners and buyers, SAB falls in Tier II of the Hindi GEC table, along with elder sibling Sony Entertainment Television and Turner’s Imagine TV, as these channels garner anything between 80 and 200 GRPs a week. Star Plus, Colors and Zee TV comprise Tier I, given their consistent score of 200+ weekly GRPs, which in the case of Star Plus, is 300+ weekly GRPs.
In 2005, when SAB was acquired by Multi Screen Media, it was a struggling channel, touching 19 GRPs. After quite a few re-positionings, the channel’s current offer of light-hearted, clean family entertainment is delivering numbers. Will the same be enough to push it towards its goal of 200 GRPs, we will know in the next few months.