afaqs!

SAB TV gets MediaVest as its media partner

By Anindita Sarkar , afaqs!, Mumbai | In Media Planning & Buying | June 22, 2011
The account size is expected to be around Rs 20-25 crore.

SAB TV, which is eyeing an aggressive growth path to compete with the top players in the Hindi general entertainment space, has found a new media partner, following a multi-agency pitch.

The family comedy channel from the MSM (Multi Screen Media) stable has assigned its media duties to MediaVest Worldwide. According to industry sources, the account size is expected to be around Rs 20-25 crore.

Meanwhile, OMD India, currently the incumbent agency for SAB TV, will continue as the media partner for all other channels within the MSM stable.

Commenting on the development, Anooj Kapoor, executive vice-president and business head, SAB TV, says, "MediaVest will bring in greater buying efficiencies, in addition to a fresh perspective on quantitative planning, which for us, is of great significance, as we are competing with the top GECs (General Entertainment Channel)."

Dinesh Rathore, vice-president, MediaVest, adds, "This is an important win for us. We are excited that we can offer SAB TV, TARDIIS, the most powerful optimiser in the market today."

For the record, SAB TV had appointed Saints & Warriors as its creative agency in March, this year.

SAB TV, known for its light-hearted content, carries the brand philosophy of 'Asli Mazaa Sab Ke Saath Aata Hai'. Over the last two years, the channel has seen a growth of 500 per cent in its ratings and revenues, and has enjoyed popularity across the Hindi-speaking markets.

Its current programming mix includes programmes such as Ring Wrong Riing, Gili Gili Gappa, Papad Pol, Taarak Mehta Ka Ooltah Chashmah, Sajan Re Jhoot Mat Bolo, Mrs Tendulkar, Lapataganj, FIR, Malegaon Ka Chintu, Jaankhilavan Jasoos, and Gutur Gu. On weekends, the channel features classic films.

So far, SAB TV's brand communication has exploited the on-ground space extensively. The Sony network channels have also been used as platforms to promote SAB's shows. Additionally, the channel has also communicated on radio, through its integrated content property 'Sab Ke Damaadji'.

It may be recalled that SAB was launched in in the comedy genre in 2000, by Sri Adhikari Brothers, and became a part of MSM in 2005.

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