After Mela, SAB to launch Housewife Club

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | May 12, 2010
The channel also has new shows in the pipeline

SAB is ready to launch new shows in the coming few months. First on the list is Mrs and Mr Sharma Allahabad Wale, which will be placed in the 9:30 pm time slot. The show replaces Jugni Chali Jalandhar and will be aired on Monday-Thursday.

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The general entertainment channel will soon roll out another comedy series based on Shahbuddin Rathore's books and plays, tentatively titled Shahbuddin Rathore Ki Rangeen Duniya. Besides, the channel is looking at launching a silent comedy in July and a humorous detective show which is yet untitled.

"We have tasted tremendous success with our first silent comedy. We are keen on launching another one, which will be equally liked by the audiences," says Anooj Kapoor, business head, SAB.

As per TAM's data for Week 18, SAB's first silent comedy, Gutur Goon, recorded a TVR of 1. The channel's most watched programme is Tarak Mehta Ka Ooltah Chashma, which garnered a TVR of 2.9. As of Week 18, SAB commands a relative channel share of 6 per cent.

SAB is getting aggressive in its brand building initiatives as well. After the SAB Ka Mela initiative in Ahmedabad, the channel hopes to replicate it in Lucknow in a few months. "We witnessed about 27, 000 footfalls with our first mela. We plan to launch the second one after the monsoon," he adds.

SAB also plans to launch another consumer connect programme called Housewife Club, clearly aimed at the women audience. "Through Housewife Club, we hope to win over and create a bond with the women audience, which exercises most control over the remote," he says.

Housewife Club will be implemented in 15-18 cities in the high priority towns in the country. Housewives will be encouraged to come forward and celebrate festivals or any other occasion or event. "It will be an initiative for the housewives, by the housewives, to engage them with the brand - thereby extending the brand platform," Kapoor says.