SAB TV extends original programming, launches 7:30 pm show

MUMBAI: For years, SAB TV has been the standout, lean, fit, channel from the Sony Pictures Networks India (SPN) stable. However, the Hindi GEC space has being seen competition hotting up with new launches over the past year or so and existing leaders such as Star and Zee extending original fictional programming to seven days a week.

The SPN management has been taking corrective action to help SAB TV retain its edge. Among the tacks it has been taking is improving distribution and increasing the hours of original programming it airs. Two weeks back it unveiled a new show Khidki, which has begun getting some traction from its viewrs. Come 26 July and another fiction series is slated to make its debut at the 7:30 pm slot on weekdays.

The show is produced by Dheeraj Kumar’s Creative Eye and has Anirudh Dave in the lead with Rakesh Kapoor and Malini Kapoor essaying pivotal roles. It will track the journey of Y.A.R.O, (Your Aptitude Remote Operator) a humanoid, who is on the path of self-discovery. Created by super genius scientist Govardhan Aggarwal (Rakesh Bedi), who considers it his own son and has programmed the robot – with a human heart – to feel and behave like a 22 year old human. The story takes an interesting turn when Y.A.R.O starts interacting with people around him and how he eventually forges a strong bond with them. He learns the essence of life, love and above all humanity and he soon embarks on an adventurous journey with his family and friends.

“We have added Y.A.R.O at the 7:30 pm slot for two reasons: most channels are doing well at that timing, and second we are increasing the original programming hours we air to gain parity with others in the Hindi GEC space,” explains SAB TV executive vice-president and business head Anooj Kapoor. “There are two ways to extend our prime time. Go late prime time or early prime time. Since we have a core family audience watching our shows, we felt the 11 pm slot was too late, and chose early prime.”

Kapoor believes the show’s concept is young and refreshing and is in keeping with the channel’s strategy to differentiate through innovation. “It has a light hearted feel but Y.A.R.O Ka Tashan will help us see relationships with our family, friends, in a new light. Since Y.A.R.O is blissfully unaware of the rules of human society, he would experience the essence of love and humanity and in turn we would learn virtues of selflessness and generosity through his innocence,” he adds.

SAB’s new show is pitched against Colors’ Sasural Simar Ka, Star Plus’ Saath Nibhana Saathiya, Zee TV’s Meri Saasu Ma and Life Ok’s Rishto Ka Saudagar Bazigar.

“Even as everyone was relying on dancing and reality shows on weekends, we launched two silent comedies, GuturGu and Rumm Pumm Po back to back on Saturdays and Sundays,” details Kapoor. “Extending the same logic Y.A.R.O is completely differentiated from other shows that are well established and some of them are running for a long time and some fatigue may have set in. ”

“The subject seems different definitely,” says a media observer. “How the audiences will react to Y.A.R.O will be decided by the treatment and execution by Creative Eye and SAB of the robot with a human heart. Watching the promos of Y.A.R.O Ka Tasha one feels that while the comedy is in the right direction, the visual effects could definitely be improved. However, the comedy could overshadow the VFX and engage viewers. Let us wait and watch.”

Kapoor is playing a wait and watch game himself and says he is not willing to speculate how the show will do and what ad rates it could attract. “The factors that decide the ad rates are the TRP and audience composition,” he explains. “If the audience is attractive to advertisers and even if the ratings are less, the channel may get a good rate. Some times if the rating is more but the audience is not that attractive the channel may get less. Hence, a decision can be taken once the show is live. This exposes not only the ratings but the composition of the audience.”

Two weeks back SAB TV had launched a first of its kind show Khidki which revolves around stories sent in by TV viewers.. Some of these select stories are being adapted into mini-series of episodes for the small screen.

“Not only did the show open well but, in its second week, the ratings have gone up. In the first week, on Friday, ratings were 0.4 and this week from Monday it's 0.6. It has grown and it's a good sign for us,” says the ever optimistic Kapoor

Latest Reads
Disney to buy 21st Century Fox assets for $52.4 billion

The Walt Disney Co has set up a $52.4 billion, all-stock deal to acquire 20th Century Fox and other entertainment and sports assets from Rupert Murdoch’s empire.

Television TV Channels Movie Channels
MOVIES NOW brings #StopDreamingAndStartWinning with 100 Mania Season 5 for its viewers

Movies Now, India’s english movie channel, rings in the festive season with its property ‘100 Mania’, beginning Friday, 15 December at 9pm. In its 5th season, the channel has curated a line-up of some of the biggest Hollywood blockbusters like Furious 7, Jurassic World, Disney’s The Jungle Book,...

Television TV Channels English Entertainment
SPN India to telecast Real Madrid vs Barcelona at 4:30 pm

Less than two weeks to Christmas and Sony Pictures Sports Network (SPSN) launches its “Christmas Comes Early” campaign as a build-up to the biggest football clash of the year, El Clasico.

Television TV Channels Sports
PEN to launch Hindi music channel Dream TV

MUMBAI: Despite the glut of pure-play Hindi music channels on television today, Popular Entertainment Network (PEN) is adding one more to the fray. The new channel, called Dream TV, will provide 24-hour programming.

Television TV Channels Music and Youth
RTL Group restructures top management

MUMBAI: There’s change at the top at RTL Group–which owns Fremantle Media and operates a clutch of 61 TV channels–including RTL CBS and RTL CBS Extreme–and 30 radio stations in Europe. At his own behest, Guillaume de Posch will step down as co-CEO of RTL Group, effective 1 January 2018. He will...

Television TV Channels People
Disney expected to announce 21 CF buyout tomorrow: media reports

The Mouse House is closing in on the Fox. Media reports have emerged that Disney’s bid to acquire the Murdoch-owned 21st Century Fox (21 CF Fox) group’s entertainment assets is near closure. The price being talked about is anywhere between $60 billion and $68 billion and an announcement is...

Television TV Channels News Broadcasting
World television premiere of Maragadha Naanayam on Zee Tamil

Zee Tamil announced the world television premiere of critically acclaimed Maragadha Naanayam – the fantasy-comedy-thriller film that features Aadhi Pinisetty and Nikki Galrani on Sunday, 17 December at 4:00 PM only on Zee Tamil. Written and directed by ARK Saravan, the movie is a perfect blend of...

Television TV Channels Regional
Republic TV to track real-time data for Gujarat elections

MUMBAI: Republic TV has partnered data-science company Gramener to track real-time data, along with analysis, during the Gujarat elections. According to a release sent by Republic TV, “Gramener will help enhance the visual look both on-air and on Republic’s digital platforms to present the data in...

Television TV Channels News Broadcasting
Nakul Chopra is new BARC chairman

MUMBAI: Nakul Chopra, currently president of Advertising Agencies Association of India (AAAI) and senior advisor of Publicis Communications, has been elected as the next chairman of BARC India. Chopra succeeds Viacom18 group CEO Sudhanshu Vats, who has completed his one-year tenure as chairman.

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories