SAB TV fortifies brand positioning with new look

SAB TV's revamped look aims at showcasing a progressive outlook. Around 60% marketing spends are earmarked for TV promotions

e4m by Synjini Nandi
Updated: Jun 24, 2013 8:14 AM
SAB TV fortifies brand positioning with new look

Branding and enhancing the brand value and proposition have been the key for players in the broadcast space. Continuing with the revamp exercise undertaken by some channels, SAB TV has adopted a new look which went on air on June 21, 2013 at 9 PM.

A progressive outlook
SAB TV’s revamped look epitomises a progressive outlook and an enriched experience directed towards an all-inclusive age group. Featuring bright colours, while retaining the brand colours of red and yellow, the feel resonates positivity, happiness and togetherness. Steinbranding, a design studio from Argentina, was mandated to design the revamped look.

Stressing on the fact that it is important to define a brand and stick to it rather than deviating from the positioning and brand promise, Anooj Kapoor, EVP and Business Head, SAB TV stated, “We are changing the outward package of the channel, but the content will continue to remain the same, because it has been sampled and accepted very well by the audience. All that we are changing are the various packaging elements of the channel. The overall look is slightly enhanced.”

The channel has also launched a 360 degree marketing initiative to promote the new look. The channel will be focussing on television, outdoor, print, and social and digital platforms as part of the media mix, with SAB TV allocating around 60 per cent of the marketing spends for promotional activities on TV.

Viewership and channel revenues
According to Kapoor, SAB TV had GRPs of 23 GRPs when Sony acquired the channel, and last week, they garnered 141 GRPs, which implies a growth of around 700 per cent over the years. “In terms of revenue, we have grown 900 per cent in the last six years and we are robustly profitable as a channel. Our profitability percentage compares with the top three. We have managed to keep our cost in control without changing the look and feel of the shows. We are just smarter in the way we manage our costs,” he added.

Opening of new slots, new initiatives & the road ahead
Commenting on the importance of brand campaigns, Kapoor stated, “We certainly keep on doing brand campaigns. We strongly feel that it is equally important to build the brand as it is to build a show. If you have a strong platform, then you can offer better stuff to the people.”

Though the channel will not be opening new slots as of now, there are plans to increase the hours of programming in the next quarter. The channel would also be experimenting with non-fiction, albeit keeping the channel’s light-hearted entertainment philosophy in mind.

SAB TV is also set to strengthen its bouquet of innovative offerings with the launch of ‘SAB Ki Sawari’, ‘SAB Ki Paathshaala’, ‘SAB Ke Comics’, and first ever online auditions for fiction shows, starting with ‘FIR’. These initiatives aim to strengthen connect with viewers beyond the TV platform.

SAB Ki Sawari is a paid service of SAB TV that will take fans on a tour to the sets of most popular shows of SAB TV. SAB Ki Paathshala, aims to engage with the younger audiences by providing them with interactive learning experience.

SAB Ke Apps comprises of five animated talking characters (SAB Ka Gadha, SAB Ka Gopi, SAB Ka Gulgule, SAB Ka Mama, SAB Ki Jeannie). These characters are unique as they have been animated from real life characters and are functional on IOS, Android and Windows. SAB Ke Comics enables the channel to engage with fans beyond TV and bring them back to watching their favorite shows and characters on SAB TV by cross sampling various shows in a comic book format.

SAB Khelo SAB Jeeto, a unique game show that can be played with the entire family. SAB TV has also announced online auditions for its fiction shows beginning with FIR. This unique initiative offers a lifetime opportunity to the viewers to showcase their acting prowess and feature along with their favorite stars. 

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