SAB, Sony Entertainment Television’s recently acquired mass entertainment channel, is set to launch its first daily soap ‘Maahi Ve’ on primetime starting December 5, 2005. The show will be aired Monday to Thursday at 9.00 pm.
“This is our first initiative in order to complete the general entertainment offering on SAB. In the reinvention path of the channel, we are introducing a programme that will help us reach millions of Indians and build an emotional connect with them,” said Kunal Dasgupta, CEO, Sony Entertainment Television.
The story of ‘Maahi Ve’ aims to rediscover the joy of getting back to your roots. Based in North India, the soap is being produced by EDIT II Productions.
Commenting on the launch of the show, Vikas Bahl, Senior Vice-President and Business Head, SAB, said “SAB has always offered its viewers innovative programmes, which provide a kaleidoscope of entertainment. In keeping with the light entertainment that we offer our viewers, ‘Maahi Ve’, SAB’s first daily soap, will also bring a hue of emotions with its close-knit family culture and values.”
The channel’s focus currently is more towards the semi-urban towns and cities in addition to the metros. Ajay Modgil, EVP Marketing, SAB, added, “We are very clear right now that our investments will be more in these non-metro areas. In one year’s time we want to become the number two channel in these markets. Thus the 9.00 pm slot is not a fight regime for us.”