SAB eyeing ZEE’s ranking

01 Nov,2011

By Rishi Vora


In a bid to increase viewership on the weekends, especially in the primetime 9 – 10: 30 pm band on Saturdays, SAB TV will air three brand new shows – Oye Bunty Babloo Oye, Kya Hoga Is Desh Ka, and Gaadi Bula Rahi Hai starting November 5. These shows will be aired for 20 weeks and each episode will offer a new story line with varied flavours of comedy. The shows will be produced and directed by Ravi Rai, Siddharth Tewary, Vipul D Shah, J D Majethia and Rajesh Beri.

The move comes at a time when the channel is placed No 5 in the pecking order of general entertainment channels with 121 GRPs.

Anooj Kapoor, Executive Vice President and Business Head, informed MxM India that his target is to reach 165 GRPs in the next three months and possibly beat Zee on overall GRPs. So while that means an increase of 40-odd GRPs, it will be interesting to see whether the channel is really able to topple Zee from the No 4 position. If that does happen, it will be a significant achievement, from where the channel could look at reaching the 200 GRP mark. Early this year, the channel did touch 150 GRPs and gave its sister channel – Sony a good run of their money.

As for the new shows, Mr Kapoor is optimistic that they’ll bring fresh set of viewers to the channel. “Mostly people watch movies in the weekend, and if not that, they go out shopping, to restaurants and other places. We’re trying to cash-in on these audiences by offering something they would want to watch on a Saturday evening and then convert them into loyal viewers.” These shows will also help the channel get more advertising revenue, in the 9 – 10:30 pm band.

On the marketing front, the channel will make best use of the MSM network. As far as the TG market is concerned, Mr Kapoor said that the idea is to look at broadening the viewership base across cities and towns in India and in making SAB-like comedy-family drama, a habit in many a households.


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