Starting November 5, 2011, SAB TV will add fresh comedy entertainment with the launch of ‘SAB Ka Evening Show’ that will feature a one-and-a-half-hour long Maha-episode of family comedy every Saturday from 9 pm onwards.
With this unique programming initiative, the channel promises to offer a new story every week that has fresh, innovative and entertaining storyline and has varied flavours of comedy i.e. romantic comedy, family comedy, satire, comedy thriller etc with fresh cast. The channel has plans to air 20 different shows in the coming months.
Commenting on the launch, Anooj Kapoor, Executive VP & Business Head SAB TV said, “We wanted to offer viewer’s alternative entertainment platform on a Saturday evening. Never before have had viewers got an opportunity to sample a new comedy story every Saturday; something that would impart a unique entertaining experience to their weekend family viewing”.
The first three shows to go on air would be ‘Oye Bunty Babloo Oye’ followed by ‘Kya Hoga Is Desh Ka’ and ‘Gaadi Bula Rahi Hai.’
Anooj Kapoor said, “Our marketing strategy would be to get feedback from the viewers of these shows and then based on that, we could make it a permanent show. In terms of advertising, we have focused more on television, OOH and print medium. Around 4-5 % of our market spends has been for marketing”.
Anooj Kapoor said, “We are getting a good response for a title sponsor for these shows. There are quite a few people interested in sponsoring these shows. So based on the success, I am sure that we will get more such sponsors”.
Since the concept of airing different comedy shows on every Saturday is very new, the channel is expecting fresh audience.
Anooj Kapoor added, “The concept is very new and we are not only expecting new audience but all those audience who watch daily soaps from Monday-Friday but can get to watch comedy shows”.
SAB TV has consistently beaten ZEE for the last four weeks in the non-prime time segment. The channel wants to continue the same way.
Anooj Kapoor explained, “We have done 400% more business in the last 3 years. From 21 GRP’s (Gross Rating Points), we rose to 121 and in the near future, we are expecting it to rise to 165 GRPs”.
The format that SAB TV seems to follow is like of the theater plays where every weekend, the audience gets to watch a new comedy play.
Kapoor elaborated, “Yes the concept is like a theater play. In-fact, SAB is the first channel which is providing people to come forward with theater plays and it might well become a very good television show. We are very happy with the theater actors coming forward and would accept new and innovative scripts for a show.”