SAB soars AHEad

SAB TV, which recently launched its new brand campaign Asli Maza SAB ke Saath, has had a phenomenal growth in the last one year. Repositioned as a family comedy channel a year ago, the channel has zoomed past rivals such as STAR One, Sahara One and 9X. Says Anooj Kapoor, Business Head, SAB, "A year ago, we had a GRP of 27, which has now risen to 65 while STAR One has dropped from 80 to 40, Sahara One's GRPs have reduced from 75 to 35 and 9X has all but folded up." It was Taarak Mehta Ka Oolta Chasmah that changed the fortunes of the channel. The sitcom, based on the columns of celebrated writer Taarak Mehta, was a hit with the viewers and in Gujarat gets a rating of 10 according to Kapoor. The show opened with a rating of 1 plus, which is significant for a channel that hitherto hadn't registered any show on the charts. "For the first time, we had a joint family set-up with light-hearted content that would evoke laughter. It's full of positive social values as against soaps with negative elements. Not only the viewer loved the heroine, even her family in the show liked her," informs Kapoor. The growth was supported by other shows Maniben.com, Jugni Chali Jalandhar and FIR. Interestingly, all the three comedies have women as their protagonists. "Female viewer holds the remote in India, which is still a single TV house, and by introducing strong female protagonists in comic roles we succeeded in luring viewers to our shows," smiles Kapoor. SAB has the distinction of launching a gangster comedy Gunwale Dulhaniya Le Jayenge, a horror comedy Bhootwala Serial and courtroom comedy Yeh Chanda Kanoon Hai. Though these shows haven't exactly done well, Kapoor is happy that they are doing innovation in comedy. Even a talk-show Tedi Baat Shekhar Ke Saath has helped them in getting on board advertisers who cater to Sec-A.
Now they are all set to launch new shows, which include Shri Adimanav directed by Paritosh Painter. The show is about three guys, one deaf, one dumb and one blind. It stars Vrajesh Hirjee, Tiku Talsania and Vishal Kotian. Another show by Ashwini Dheer based on the famous satirist Sharad Joshi's works and the first-of-its-kind silent comedy by B.P.Singh are also being planned.
In the meantime, we hear STAR One which is grappling with low GRPs, is all set to relaunch itself in November. Bidaai gets 1 year ex

This is great thanks for the article!!

I agree Sab tv shows variety of comedy show form many different categories horror, ganster, family hopefully sab tv will rise ahead with the old and new shows.

thanx 4 the information ...