 Speaking
to indiantelevision.com, SAB TV president sales and marketing
Kanta Advani said, "There has been a definite increase in viewership
since we took on the humor positioning. We consider the age group
of 15+ females and 25+ males to be the most important to our channel
due to their buying propensity. And frankly, this is the target group
that most advertisers chase."
Elaborating on the kind of ground promotion strategy undertaken to
reposition the channel, Advani said, "We took on the 'Only Smiles,
No Tears' positioning in May this year and did some good publicity
in print and outdoor. For this round of new programming initiatives
we have again got some great campaigns going in print mainline dailies
nationally, outdoor as well as radio i.e. Radio Mirchi in Mumbai and
Delhi and Win."
Owing to the channel's genre and popularity a whole lot of new advertisers
have joined the SAB TV gang in the last six months. They are Sansui,
Lexi Pens, Coke, Samsung, ITC, Blowplast, Harry's collection, Airtel,
Hutch, Candico, Relaxo, Gooldlass Nerolac Paints, Shaw Wallace, Vardhaman
Spinning, Ayur Herbal, Bajaj Consumer care, Max New York Life to name
just a few.
 The
channel hopes to build on that momentum with the launch of six news
shows. The first is a daily chat show that started today (3 November)
called Carryy on Shekhar hosted by India's talk show king Shekhar
Suman, which airs daily at 10 pm Monday to Thursday. Claimed to be
one of the funniest and savviest shows on television Carryy...
is a fusion of Suman's satirical comments on current events, tête-à-têtes
with hot celebrities and political debates.
 Back
by popular demand is the Anupam Kher hosted kids' show Say Na
Something to Anupam Uncle which will air Mondays and Tuesdays
at 8 pm. The third show Sab Kuch Ho Sakta Hai is a non stop
laugh riot hosted Sajid Khan and Suresh Menon.
The fourth show in the channel's kitty is a sitcom called Shri
Sifarashilal. Starring Deven Bhojani and Bhawana Balsaver (the
famous 'Chachi' of Dekh Bhai Dekh) among others, the serial
portrays a common yet very unique character and his escapades.
Kisi Se Na Kehna is yet another laugh riot which essays
an interesting character. Last but not the least is a show called
Banda Yeh Bindaas Hai. The show promises to be candid camera
at its best. "Each episode will be completely "gag-packed"
and its canvas - the entire city of Mumbai," quips Advani.
Talking about the USP of the channel Advani says, "All the
above mentioned shows and some of the ongoing popular ones like
Office Office, Yes Boss and Sahib Biwi Ke Ghulam
gives the viewer different facets of humor."
Advani feels that if there can be a news channel, a movie channel,
a music channel, why can't there be a predominantly humour channel
which promises laughter and relief all the while to its viewers?
Point taken.
To view the "time slot performance" powerpoint presentation
compiled by SAB click here:
Prime time
is looking up at SAB
|
