Humour channel SAB TV plans to launch new programmes by the end of this fiscal. President-Sales and Marketing, Kanta Advani, says the new programming initiatives will be a fair mix of humor and information based programmes, in line with the brand positioning of “all smiles, no tears”.
Dwelling further on SAB TV’s brand positioning of the channel, Advani said the four-year-old channel has made its mark in a niche segment. “The strategy of the channel has been to encash on the unique nature of programming which is completely focused on humour programmes,” she said. Programmes like ‘Office-Office’, ‘Mirrch Massala’, ‘Carry On Shekhar’, ‘Shriman- Shrimati’, ‘Aflatoon’, ‘Aao Jhumein Gaayen’ have been great hits.
As far as informative programmes are concerned, opinion leaders from various segments of society are called to participate in debates and discussions. “All these initiatives have helped in developing a distinct identity for the channel and in generating a good response from advertisers. At present all major FMCG, financial institutions, software firms and others are advertising on SAB TV,” she said.
Citing examples, Advani said Intel, HLL, Godrej, Apollo, Tata, ICICI, Tata AIG, Sify, P&G et al are advertising on the channel. The channel has a higher reach in the SEC group compared to GEC. It’s mainly the Sec AB and male TG that makes up the audience for the channel. Gujarat, Maharashtra and UP are major markets for SAB TV, Advani added.