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SAB sharpens channel focus, optimistic India becomes focal point

21-July-2006
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SAB sharpens channel focus, optimistic India becomes focal point

SAB, which has recently seen a change in positioning, is sharpening its focus. The channel has launched a slew of new shows and has used the initiatives to create brand awareness around it. The most recent is the comedy band coming in the 8.30 pm slots across the week that sees the launch of five new shows. One point the channel is clear on is that the target is the young India mindset.

Said Vikas Bahl, Business Head, SAB, “Young and not young. The Indian mindset today is optimistic. They are ready for any challenge and take it in the right spirit at that. The Indian general entertainment space already has many big players with high budgets. We can’t claim that. So, in order to make our own space in this genre, we have decided to make programming that has some fun for the audience when they come back after a long, tiring day and have had enough of crying already.”

Bahl further said that ‘Twinkle Beauty Parlour’ had been completely revamped keeping this sharpened young personality in mind. It may be recalled that at the time when SAB was relaunched, SET India COO, N P Singh, had explained that SAB would focus on the older audience in comparison to Sony as well as to the middle class. Replying to whether this focus had changed, Bahl asserted that when the channel said “young”, it didn’t mean the 15 plus audiences, but people with a young mindset and they could well be from the older TG.

“The content of the show is rooted to the Indian ways of thinking and living – it just is wearing a jacket of a young mindset,” said Bahl. He explained that, in fact, the entire channel would be wearing this young jacket – whether it was the content or the communication of the channel to its audiences.

The new comedy band that houses five shows also follows this line of thinking in their storylines, presentation, promos and title tracks. The new line-up comprises ‘Behenji’ on Monday, ‘Yes Boss’ on Tuesday, ‘Ishq ki Ghanti’ on Wednesday, ‘FIR’ on Thursday and ‘Party’ on Friday.

The channel would not be marketing any of these shows individually, but the entire band itself. Bahl confessed that putting together these shows and complying with the channel’s recent focus was no easy deal, but the expectations from the band was to strengthen SAB to bring it in the reckoning.

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