MUMBAI: Sony Entertainment Television‘s (Set) sibling channel Sab has reached a milestone with 100 GRPs (gross rating points) in its kitty for the week ended 12 June.
As per Tam data (C&S, 4+, HSM), Sab has added eight GRPs in its last week‘s tally to close the week with 101 GRPs. And, as it climbs the GRP ladder to occupy the fifth slot, interestingly it has also overtaken Imagine TV (94 GRPs).
Positioned as family comedy entertainment channel dressed in the tagline "Asli Maaza SAB ke Saath Aata Hai", Sab had five of its shows with 1+ TVR. Its top-rated show Tarak Mehta Ka Ultah Chasmah attained a 2.6 TVR, followed by Mrs & Mr Sharma Allahabadwale garnering a 1.5 TVR. Lapataganj and Sajn Re Jhooth Maat Bolo got 1.3 TVR each while Gutur Gu fetched 1.2 TVR.
Sab EVP and business head Anooj Kapoor said, "Our family comedy channel positioning is working very well for us and we are thrilled to be setting new records of viewership for both the channel and our shows. Our differentiated programming has hit a right chord with the viewers. With a slew of fresh and innovative offerings in the coming months, we are set to further conquer many more milestones."
In the last two-and-a-half years, since Sab repositioned as a family entertainment channel, it has come a long way. From just 28 GRPs then, it has now crossed the 100 GRP mark. The channel hosts daily family comedy shows with joint family settings, and female protagonists.
Kapoor claims that the differentiating part of the channel is content, which is light hearted and concentrates on the positives of joint family systems in India. "We have the only set of shows where the consumer and ‘sasural‘ both love the female protagonist and the channel is the only one which has a brand slogan in the GEC sector. This helps in our positioning and it is clear, specific and well defined," he says.
Meanwhile, Sab is gearing up to launch a new show Papad Pol-Shahbuddin Rathod Ki Rangeen Duniya in June.
Among the other channels, Star Plus maintained its lead in the Hindi GEC space with 335 GRPs (last week 317), while Colors and Zee remained on second and third spots with 288 and 256 GRPs respectively. Sab‘s elder brother Sony Entertainment Television rested with 147 GRPs.
Meanwhile, Star One dropped to 51 GRPs while Sahara One added two GRPs to close the week at 27 GRPs.
