Sab TV revamps look; announces marketing initiatives

Comedy general entertainment channel (GEC) SAB TV has added vibrant colours and new motifs to its channel and show packaging, which went on air from 9 pm onwards on 21 June.

Argentinian design studio Steinbranding was hired for the revamp."Our new look signifies renewed freshness and a positive move into the future, truly articulating the spirit of ‘Asli Mazaa SAB Ke Saath Aata Hai‘. We have only changed the clothing of the show, but retained the content, concept and basic colours. We have also added more designs which is relayed between soaps," said SAB TV EVP & business head Anooj Kapoor at a conference held at JW Marriot Hotel.

And in order to further propagate the fact that it has a fresher and peppier look it has put together quite a few promotional films on the lines of its existing ‘Sab Ka Wakt Ata Hai‘ called "Saas-bahu," "Mooch" and "Hands-Up."

The channel‘s management announced that it is going the whole hog on digital with online games and applications. One of these is ‘Sabarbia‘, a one of its kind social game, which has attracted 75,000 people in the past two months.

The channel has also launched a loyalty program called ‘Sab ki Sawari‘, through which viewers are rewarded for watching its shows for longer durations: they get a chance to meet their favourite actors on the sets of different Sab shows. "Then we have school programmes called Sab ki Paathshala that aims to engage with a younger audience by providing them with interactive learning experience," added Kapoor.

Then SabTV has integrated free applications including, SAB Ke Comics - a mobile app available on iOS and Android smart phones. The application has over 100 comic strips of six shows cracking jokes on five popular characters of Sab. The five characters which have been animated include: SAB ka Gadha, SAB ka Gopi, SAB Ka Gulgule, SAB ka Mama and SAB ki Jeannie. "The application has already registered 200,000 users," informed Kapoor.

Apart from this, Sab has rolled out ‘SAB Khelo SAB Jeeto,‘ an unique game show that can be played with the entire family. The game show enables fans and consumers to participate and win gifts and merchandise.60 per cent of the channel‘s total promotional budget is set aside for TV advertising, 30 per cent for print and the remaining 10 per cent for out-of-home advertising and others. "As far as digital media is concerned, we have not made any investments. It is just a platform for us to drive the audience to television," said Kapoor.

The channel has gone in for oodles of activation in malls, Big Bazaar, Cafe Coffee Days and multiplexes and has a huge outdoor presence - over 700-800 hoardings pan India, excluding Mumbai. "In Mumbai, we have placed our hoardings in over 100 bus shelters in residential areas," said a source.

The faith that both Sony Entertainment COO N.P. Singh and Kapoor have had in taking the comedy route for the channel five years ago seems to have been well-placed when one looks at its success today.

"Our ratings have gone up by 600 per cent and revenues by 900 per cent in the last five years. We have seen a surge in advertisers from 25 in 2008 to 80 plus now. With its current presence in the US, the UK, Australia and South Africa, the channel will soon expand to Dubai," Kapoor informed.

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