SAB TV, the family entertainment channel from the Multi Screen Media stable, has announced the second edition of its home-grown awards property, 'SAB Ke Anokhe Awards'.
While the earlier edition of SAB Ke Anokhe Awards was aired in July 2012, this edition will be telecast on August 31. The first edition of the awards property had fetched 2.8 TVRs. According to SAB TV business head Anooj Kapoor, the responses of the first edition were really encouraging. He says, "This is the most unique award show that happens on television where the categories are new, unlike any typical award show. Overall strategy is that like the channel, the property is differentiated from the other award properties. Last year, we saw a great response, and the momentum helped us keep going. While our reach isn't as high as the top four Hindi GECs, still we managed to get 2.8 TVRs which was better than the other television award shows aired last year."
Kapoor tells afaqs! that before airing SAB Ke Anokhe Awards, the channel was garnering around 120 GRPs and after the telecast of the award function, the channel crossed 135 GRPs.
Not only is the concept of the award unique because of the award categories, the channel has planned an unusual marketing campaign around the public voting authority that lies with the audiences. Each show will make up for an electoral party such as Taarakji Ki Party, Chidiya Ghar Party, Balveer Party and Jeannie-Juju Party and the artists will be seen rallying for public votes to garner viewers' support in politician's attire.
Kapoor adds, "Keeping to our promise of offering innovative content to our viewers we have designed a unique election campaign that will enable SAB TV artists to engage with the viewers and bring them closer to the brand. The same will be culminated with a spectacular on-ground event."
The channel is promoting SAB Ke Anokhe Awards across media, with a key focus on TV and outdoor. It will be promoted extensively in Hindi speaking markets. The channel has blocked around 10,000 ad spots, not only on the channels of MSM but also outside the network to promote the second edition of its awards show. It is also being promoted in 40 cities with almost 600 hoardings. Additionally, there will be bus shelters and bus panels. The show will also have visibility in Café Coffee Day outlets across India and insertions in about 40 newspapers in Hindi, English, Marathi and Gujarati.
The channel has roped in Rin as the presenting sponsor of the show, while Cadbury 5 Star is the powered by sponsor. The associated sponsors that have come on board for SAB Ke Anokhe Awards include Kotak Mahindra, Asian Paints and Badshah Masaley.
This edition of SAB Ke Anokhe Awards aims to bring the world of laughter to the Indian homes with acts and performances by SAB TV artists.
SAB Ke Anokhe Awards will be produced by Optimystix Productions.