Action hasn’t ceased at SAB ever since the channel was re-launched as a light hearted GEC, targeting the Hindi heartland. The show marking the repositioning – ‘Lo Kal Lo Baat’ – hasn’t exactly met with great viewer response, but the channel is going all out to ensure that more can be obtained from the property. Business Head, SAB, Vikas Bahl believes that with the channel getting a Programming Head in Priya Mishra, more changes can be expected in days to come.
Mishra joins the channel from Disney, where over a year she had been involved in the programming department. Prior to that, she was with STAR India in programming again, and coming back to a GEC is returning to the domain she knows best.
Speaking more on her appointment, Bahl said, “Priya brings with her great domain knowledge and a good sense of what clicks and what doesn’t. We have already taken some crucial decisions based on the expertise she brings with her.”
With Mishra on the programming front and Ajay Modgil on the marketing end, Bahl was confident that the respective domains would get enough attention to steer SAB in the re-launched mode. “We are already seeing a steady growth in all aspects, and there is much more planned,” he added.
One of the first effects of change is evident in ‘Lo Kal Lo Baat’. Apart from the slot shift, the show is also seeing appearances from celebrities like Gulshan Grover and names like Suchitra Pillai have joined the starcast.
Said Mishra, “The word of mouth in the actor fraternity is great. We are getting calls from people who want to come on the show. We have worked on the look and feel of the show as well and in all – it is a much better looking show. We are expecting some good results.”
Bahl promised that there was much planned in terms of new properties on the channel and relevant decibel level around it.