According to the week nine data of TAM (Television Audience Measurement- HSM, 4+, C&S households) , SAB TV is at the number four position in the GEC (general entertainment channel) race with 153 GRPs. It has dethroned Sony TV, the main GEC channel of its parent company from this position. SAB is a part of the network of television channels owned by Multi Screen Media, which also owns Sony TV and SET Max. The channel has a lineup of light-hearted shows like Papad Pol, Taarak Mehta Ka Ooltah Chasmah, Sajan Re Jhoot Mat Bolo, Mrs. & Mr. Sharma Allahabadwale, Lapataganj, FIR, Malegaon Ka Chintu, Gutur Gu etc. Clearly positioned as family comedy entertainment channel, SAB TV now aims to get into the top three GECs list. In an exclusive chat with FE?s Payal Khandelwal, Anooj Kapoor, EVP and business head, SAB TV talks about the channel’s great performance, its new programming strategy and the new brand film. Edited excerpts:

What are the reasons, according to you, that SAB TV has overtaken so many GECs including Sony TV?

We have been in the GEC space with a single minded channel proposition which is ?Asli Mazaa SAB Ke Saath Aata Hai? . We don’t have particular show promises; we have a channel promise and with that, we have created a successful positioning in the minds of our viewers. The promise has been delivered successfully. Also, the shows that we offer are full of light-hearted entertainment. When you put these two things in conjunction, the result is what attracts the consumers. Thus, there is channel loyalty and not show loyalty. SAB TV viewers start watching the channel at 7.30 pm till about 11.30 pm instead of just watching a particular show.

Another reason for SAB TV?s popularity is that this is the only GEC which talks about the advantages of a joint family and extols its virtues. There is a social message that we give out about joint families, unlike other GECs which talk about disadvantages of having a joint family. The channel provides wholesome and clean fun. It targets all age group and is successful in catering to both genders. We cater to about 48% females and 52% males.

Since the last couple of years, SAB has had a very distinct positioning and tone from the other GEC channels. Would you continue that in the future?

The comedy strategy has clearly worked for the channel as we have seen about 500% growth in the last few years. We are currently at 153 GRPs and with this strategy, we will continue this success. So yes, we will continue this positioning in the future.

Do you consider channels like Star Plus, Zee TV and Colors as your competitors in the GEC race? What is your programming strategy to compete with them?

Yes, absolutely. We are currently the number fourth channel in the GEC race and we are confident of moving into the top three. Currently, our reach is 42% and we are currently investing in increasing our reach to 50%.

We want to increase the GRPs too by increasing the number of programming hours including shows for Saturdays. We will also start premiering telefilms, produced and created by SAB TV soon. These are some of our plans for the next fiscal.

Can you tell us about the new brand film that has been launched?

The new brand film continues the proposition of ?Asli maza sab ke saath aata hai? and this is the third phase of our brand campaign. This particular film is based on the positioning of ?Ab toh Baache Baache ko bhi samajh mein aata hai Ki Asli Mazaa SAB Ke Saath Aaata Hai?. Along with strong programming, we are continuously working on building a strong brand too.

This film has been conceptualised by Pickle. However, we have called for a pitch by creative agencies and will finalise an agency soon.

Personally, how has been your journey at SAB since you joined in 2007?

It has been extremely satisfying and challenging. With limited resources, we have managed 500% growth, which is absolutely great. And all this, while walking in the opposite direction of other GECs.