SAB TV launches new sitcom; aims to capture night audience

SAB TV, Sony Pictures Networks India's entertainment channel, is ready with a brand new romantic sitcom, ‘Woh Teri Bhabhi Hai Pagle’, which will debut on January 18, 2016 at 10.30PM.

Set in a hospital, the show will revolve around three primary characters - Nathu Nakabandi (Ali Asgar), Dr Ranbeer (Ather Habib), and Dr Diya (Krishna Gokani) entagled in a love triangle, albeit with several oddities.

 Anooj Kapoor, Senior EVP & Business Head, SAB TV, said, "We are excited about our new comedy show ‘Woh Teri Bhabhi Hai Pagle’. The story revolves around how the two male leads  vying for the leading lady’s attention; with every attempt made by anyone of the two to to woo her being  comically scuttled by the other. The setting is perfect for a quintessential romantic comedy. SAB and Optimystix have had a very fruitful relationship for several years and we are fondly hoping to deliver another successful show together."

Vipul D Shah, C.C.O & M.D, Optimystix Entertainment India Pvt Ltd. said, "Optimystix Entertainment India and the Sony SAB channel have shared a very successful partnership, creating some of the most entertaining shows like, Sajan Re Jhooth Mat Bolo, Pappad Pol, Baalveer, Sab Ke Anokhe Awards etc. And, Now it’s time for yet another fun ride with our new comedy show, Woh Teri Bhabhi Hai Pagle which will add a new feather in this successful partnership."

Speaking to Adgully, Anooj indicated at the lack of performance that the channel has been experiencing in the 10-10:30PM. "It seems that the audience is getting into a habit of instant gratification rather than following a story line. We therefore designed 10 and 10.30 show for instant gratification. So, these are both shows which will hinge on situational comedy and not on linear story line plots which is a slight deviation," he said.

Anooj stressed on the fact that the DNA of SAB will remain intact but the comic gratification will get enhanced and become instant.

On speaking about the BARC ratings and the brand's relatively limited rural presence, Anooj said, "We got a setback because of large per cent of rural which we never represented nor targeted. We were only focussing on strong urban TG. So we shrunk but now the good thing is that we no focusing on selling strategy which includes urban and LC1 and add a bit of customization of LC1 that we offer to urban. We are already at 110 on urban and if we hit above 125, we are done on revenues. I always say that SAB is a very profitable channel. We have very loyal audience base and are thankful about that."

"We got hope from Pal which is re-running SAB shows are delivering rating of 3 which obviously gives me huge confidence that rural likes what SAB has created in the past. Therefore it is just matter of time before on non-DD direct platform in rural also people start coming and start sampling so our overall size comes back to original not only in urban but in rural too. So, we are able to extract sizeable revenue from auto-pilot mode in PAL, what is the need to revamp that. Going forward, if we feel that revenue can be optimized with original programming then we may do it. 2015 was challenging," he added.

Exhibiting clear excitement in his body language and reflecting that in his statements about the road ahead for SAB in 2016, Anooj was very optimistic and commented that DNA of the channel will be accepted by BARC sample as has been proven by success of repeat shows of Sony SAB on Sony PAL.

Sharing further about the change in the overall marketing approach, Anooj said, "We have to educate and inform LC1 viewers as urban now includes LC1. We have to protect urban data which has been our core strength. So the only deviation is to find ways and means to inform and educate LC1 viewers about the fact that  they are missing out the only fun in family destination."