SET repositions Sab as general entertainment channel targeting Hindi heartland

MUMBAI: Sony Entertainment Television (SET) is looking at re-positioning the "only smiles no tears" comedy channel Sab TV as a "light" general entertainment channel (GEC) targeting the Hindi heartland.

Effective 7 November, a new logo and shows, on-air look and graphics will mark the re-launch of Sab. SET has decided to drop the tagline of the channel (Only smiles no tears) for the time being and will be looking at a fresh tagline in the near future.

"We wanted to make Sab a channel that would compliment the current network offering. Our aim was to broaden the audience base as the channel currently caters to a select set of people. Sab had a strong equity in the comedy space and is a good proposition; all it needed was a clear direction and money because it was bleeding," says SET India CEO Kunal Dasgupta.

SET acquired Sab TV in April this year and the clear mandate before re-launching the channel was to strengthen its distribution. "When we acquired Sab, it had a reach of 14 per cent. We had set a target to increase that to 30 per cent before re-launching the channel (which has been encrypted and made a pay channel on the One Alliance bouquet). As of last week, the channel's reach was 28 per cent, which was very close to our target," says SET India chief operating officer N P Singh.

"With Sab, we are looking at increasing the overall SET Network share in the Hindi entertainment space," said Dasgupta. Sony has set some ambitious targets for the channel going forward. Dasgupta says the aim is to make it one of the top three GECs in the country.

From here on, the network has defined a clear programming and communications strategy. The target audience will be SEC B, C, D male skewed in the 25-45 age group. "We will be targeting the heartland. The channel will be relevant to ordinary people, the shows will be optimistic in nature and be a source of refreshment for people. Even after the re-launch, there will be no tears on the channel," said Singh.

As far as the programming is concerned, three new shows are scheduled to launch before December. One of them being a stand-up comedy show called Lo Kal-lo Baat. If one were to draw a link with anything already existing it could loosely be said to have some similarity with Whose Line Is It Anyway? The show will have Saurabh Shukla as its host and a "pool of of 12-15 film and theatre personalities to do the stand up routines," Vrajesh Hirjee being one of them.

Lo Kal-lo Baat has been produced by Kalkhush Productions and as the newly appointed Sab senior vice president and business head Vikas Bahl points out, "is a show entering a space virtually virgin on Indian Television." Lo Kal-lo Baat will be aired from 7 November at 8:30 pm.

While a few old shows have been taken off air, some popular ones have been retained. Shows like Office Office, Yes Boss, Chuupke Chuupke and Aaj Ke Shrimaan Shrimati will continue on the channel.

Sab is presently showing re-runs of Office Office but is planning to have fresh episodes too in the near future. Some shows like Wah! Wah! have been revamped to match the new look and feel of the channel.

Latest Reads
World Television Premiere of Judwaa 2 on Star Gold

This Christmas, Star Gold dons the Santa hat promising to indulge its viewers with double the entertainment, double the excitement and double the fun! The Home of Blockbusters announces the World Television Premiere of one of the most sought after films of the year – Judwaa 2. The film that raked...

Television TV Channels Movie Channels
Eros International inks co-production pact with Drishyam Films

Eros International Media Ltd (Eros International) has signed a four-film co-production deal with leading production house, Drishyam Films.

Television Production House Film Production
ITW Consulting bags in-stadia ad rights for Ind & Aus tours of SA 2018

ITW Consulting, India-based sports management company, has acquired in-stadia advertising rights for the Indian and Australian Tours of South Africa for 2017/2018. ITW Consulting rights will market and sell these in-stadia advertising rights to non-South African companies and entities.

Television TV Channels Sports
Nickelodeon kid's choice awards 2017

Nickelodeon Kid's Choice Awards (KCA) 2017, presented by Dabur Red Paste, powered by Jolly Rancher in association with Yellow Diamond and Funskool and Apis Honey took place on 15 December 2017.

Television TV Channels Kids
Focus Group to launch Kannada news channel

Focus Group is now focusing on south India with its upcoming news channel Focus TV Kannada News.

Television TV Channels News Broadcasting
Panchal helps Star Bharat top Hindi GECs across genres

Optimystix Entertainment’s Indian comedy sitcom Kya Haal Mr. Panchal on Star India’s FTA Hindi GEC Star Bharat has been amongst Broadcast Audience Research Council of India’s (BARC) weekly list of top-five Hindi GEC programmes in the HSM markets, more so during primetime. In week 49 of 2017:...

Television TV Channels Viewership
&Privé HD celebrates the birthday of the Steven Spielberg

&Privé HD, the English movie channel, presents Club Privé: Spielberg Edition – a curation of five of Spielberg’s best movies exploring different sides of human emotions. The special will air from 18 to 22 December at 11 pm only on &Privé HD.

Television TV Channels English Entertainment
Green Gold’s golden Mumbai launch

MUMBAI: Green Gold Animation is all set to hit the green running with its new offshoot Golden Robot. The Rajiv Chilaka-run animation outfit has been wowing everyone with its deals for animation series with both Netflix and Amazon Prime.  But the occasion this time was the celebration of the launch...

Television Production House Film Production
Gujarat elections boost news channel ratings as Republic continues to lead English News

BENGALURU: Rahul Gandhi’s shenanigans and Narendra Modi’s sudden and unexpected belligerence at rallies leading up to the Gujarat state assembly elections have resulted in bolstering sagging news viewership, especially for the English news genre. According to Broadcast Audience Research Council of...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories