SAB TV goes for advertiser-funded programmes on weekends

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | September 23, 2011
The Hindi general entertainment channel will telecast the branded content during prime time on weekends. The first such show is expected to go on air in November.

In an effort to give weekend viewership a boost, the Hindi general entertainment channel (GEC) SAB TV, is all set to introduce advertiser-funded programming (AFP), also known as branded content. The channel will telecast these shows during the prime time slot on weekends, and the first such show is expected to go on air in November.

Speaking to afaqs!, Anooj Kapoor, executive vice-president and business head, SAB TV, says, "It is very difficult to churn out original comedy content on a day-to-day basis. Also, we have certain budget restrictions when it comes to creating another set of original content for weekends. Therefore, we have decided to launch branded content such as 'The biggest joint family'. All the shows launched will be in line with our positioning of 'Asli Mazaa SAB Ke Saath Aata Hai'.

Currently, the channel has no plans to launch any new programme in the afternoon slots during weekdays.

Meanwhile, after experimenting with women-centric programmes such as Ammaji Ki Gali, the channel is back to programmes with male characters as protagonists. The channel has launched its new show, Dont' Worry Chachu, which will be aired from Monday to Friday, at 7:30 pm. Kapoor adds, "While most GECs have women as the key character and are women-oriented, SAB decided to woo the ladies by launching Ammaji Ki Gali. However, the show did fare well, and we have decided to go back to our original strategy."

To ensure constant stickiness, the channel plans to launch three more shows in another three-to-four months. Also, to continue its success story, the channel has ensured that a show which fails to do well is pulled off before it impacts the ratings significantly. According to Kapoor, the performance of a show in terms of ratings is monitored for about one-and-a-half months after its launch, and if the show fails to generate ratings better than the standards set by the channel, the show is pulled out. Hence, the performances of all the shows are judged constantly by the channel.

Currently, SAB TV has nine comedy shows including Gutur Gu, which is aired on Saturdays and Sundays. The channel telecasts more than 20 hours of original programming and has close to 80 advertisers.

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