SAB back from its SABbatical

SAB back from its SABbatical
MUMBAI, July 10</>
SAB is swinging back into action after maintaining a low profile for almost a year after Sony Entertainment Television took it over in April 2005. At the time, it was decided that the channel would be positioned as a pure entertainment channel and would move out of its earlier 'comedy channel' tag. But the comedy bug seems to have bitten it again!

The channel recently raised eyebrows with its 'Twinkle Beauty Parlour' promotions. Now, it has launched yet another daily soap, titled 'Left Right Left', which tells the story of six youngsters joining the army. This show is being produced and directed by Tony and Deeya Singh (of 'Jassi Jaissi Koi Nahin' and 'Banegi Apni Baat' fame) and will be aired from July 10, 2006, at 9.30pm.

Priya Mishra, programming head, SAB TV, says, "Comedy will be an integral part of our channel. But then, of course, we also want to upgrade in the GEC world. So, SAB cannot be a niche comedy channel. In fact, even 'Left Right Left' has a lot of comedy in it."

She adds, "There are various genres within comedy and we are just trying to reinvent one."

SAB will foray into the comedy genre in a big way this July with four new comedy shows being aired on prime time. The exact days and times are still to be confirmed. There's 'Ji Behenji', the story of a modern-day 'behenji' (conventional lady). There's also 'F.I.R', a comedy drama about a fictitious police station run by a bunch of entertainers. 'Party' is about a small-town man who comes to a big city and makes a profession out of organising parties. 'Ishq ki Ghanti' is a comedy about three unsatisfied, married men.

With more comedy shows in the pipeline than other entertainment genre shows, SAB wants to make a serious comeback to comedy. "Comedy is our forte and we want to come back as the king of comedy on television!" exclaims Vikas Bahl, senior vice-president and business head, SAB. According to Bahl, comedy shows will comprise 25 per cent of the channel's programming.

The channel is not targeting just men with its comedies this time. "We want to overcome the belief that women don't like comedies. 'Ji Behenji' is about a woman. But we are targeting families and a gender or age group specifically," explains Bahl.

Bahl is positive about the success of the new daily, 'Left Right Left', with youngsters. "There is no GEC today that is creating content for youngsters. Though the show is about youngsters, it has mature stories and is meant for anybody above the age of 18 and even those who want to be 18," he says.

Though the channel will roll out its detailed advertising plan for these shows in a few days, Bahl says it will use media such as print, TV and outdoor for the promotions of the programmes and lots of innovations.