afaqs!

SAB TV to launch new brand campaign

By Rohit Nautiyal , afaqs!, New Delhi | In Media Publishing | September 22, 2010
The campaign will be followed by fresh episodes of Tarak Mehta Ka Ooltah Chashma and Papad Pol in the 8-9 pm slot on Fridays. Also, it will launch a new show, to be aired at 7:30 pm on weekdays

In a bid to reconnect with its target group (TG) and celebrate success in delivering consistent GRPs, family comedy channel SAB will launch a new brand campaign by mid October. While the last campaign, titled Asli Maza Sab Ke Saath Aata Hai, was based on the consumer insight that all of us look forward to spending more time with our loved ones, the new campaign aims to further strengthen this connect.

Shot in Shimla, the new brand film tells the story of a child who wants to share 'something' with everyone.

Discussing the new campaign, Anooj Kapoor, business head, SAB TV, says, "Brand campaigns are rare in the GEC (general entertainment channel) space and we see it as the best way to stay connected with our TG - a substantial portion of this being women - who were never perceived as consumers of light hearted content. Besides, we managed to get families to sit together and watch our shows by keeping away from sexual jokes and toilet humour."

The channel is eyeing presences across movie, news, regional and kids genres to deliver the communication amongst the family audience. There will also be a special focus on outdoor as the channel strongly believes in the efficacy of the medium.

The campaign, to be launched in a phased manner, will also be extended to Happy Housewives Club, an on ground platform for the housewives wherein they get to meet their friends, unwind, have fun time, socialise and also showcase their talents through SAB TV.

According to the TAM ratings of Week 37, the channel has managed to garner a share of 8.6 per cent. A 10 second ad spot on the channel goes for Rs 30,000. Its popular show, Taarak Mehta Ka Ooltah Chashmah, commands a premium of 15 to 20 per cent, with its ad slots being sold for Rs 50,000.

The launch of the new brand campaign will be followed by SAB TV bringing fresh episodes of Tarak Mehta Ka Ooltah Chashma and Papad Pol during 8-9 pm on Fridays. Currently, SAB is airing Malegoan Ka Chintoo and Gutur Gu in this slot. These two shows will be shifted to the 9-10 pm slot.

Also, the channel is short listing some new concepts and will soon launch a new show, to be aired at 7:30 pm on weekdays (Monday to Friday). The details for this are expected to be announced by the first week of November.

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