SAB TV revamped; Content not changed

SAB TV, India’s only family comedy entertainment channel has gone in for a revamped look that is progressive and an enriched experience directed towards an all-inclusive age group. The unveiling of the revamped look was done at a gala evening on June 21 in the presence of a lot of celebrities. Over the years SAB has created a leadership position by proudly owning the comedy genre that is light-hearted and refreshing. In fact in the western region, the channel SAB has been No. 1 in Mumbai and 2-3 weeks ago was No. 1 in the west zone i.e. Mumbai, Maharashtra, M.P., Chhattisgarh and Gujarat.

As for the new revamped look, SAB sports bright and energetic colors while retaining the brand colors - red & yellow, the feel resonates positivity, happiness & togetherness. The look has been designed by Argentina based renowned design studios, Steinbranding; they have been involved with quite a few channels in India. Speaking to Adgully, Anooj Kapoor, EVP & Business Head, SAB TV said, “through its powerful shows, refreshing content and iconic characters, SAB TV has successfully delivered its brand promise of ‘Asli Mazaa SAB Ke Saath Aata Hai’ and the revamped look mirrors the strong heritage and bond with our viewers. Our new look signifies renewed freshness and a positive move into the future, truly articulating the spirit of Asli Mazaa SAB Ke Saath Aata Hai. As we unveil the new look, we’d like to acknowledge the contribution of our partners including our viewers, artistes, distributors, advertisers, producers and directors towards the success of the channel. The bond that the channel has built over the years will be strengthened through unparalleled content and consumer engagement initiatives.

A part of Multi Screen Media MSM, owners of Sony TV channels, SAB TV was acquired in 2003 from Sri Adhikari Brothers. It underwent its first positioning and revamp in 2008. This is the second revamp. Says Kapoor on the revamp, “We have just changed the sheer packaging, as in the clothing of the channel it is going to look more attractive whereas the content remains identical. The overall look of the channel will look slightly enhanced without alienating the consumers or making them feel that they’ve visited some other channel that’s what exactly we are doing, there’s no other intention or expectation.”

There was absolutely no research, it was just that a need was felt, that this is the right time to go for a revamp. There has been no negative consumer feedback to suggest that the revamped look has not been liked. In fact the channel has cleverly used its serial actors announcing that something new is to start. On the promotions, Kapoor said, “there were no new brand campaigns even except the on-going ones.” He further said that all the channel’s consumers had been exposed to the communication pertaining to the revamp. “The idea was to refresh the look. The thrust was more on TV. Only on the last 4 days before the revamp announcement we did intense promotion, on about 30-40 channels – a mix of national & regional channels. In addition we did a 40 city campaign using 800 outdoor sites including 300 bus shelters and 300 buses. SAB also leveraged Sony’s network of channels extensively.”

To reach out to viewers on digital platforms, SAB TV launched fan pages, applications, features and contests were run, which engage more than one million fans every day. It has already launched 9 Apps stores and games. The channel also launched ‘SABurbia’, a notable initiative is a one-of-a-kind social game on Facebook; a platform for the fans to actively interact with the brand and its properties. The first such social game by an Indian GEC has more than 75000 installed users.

SAB TV’s mobile innovation, ‘SAB Ke Comics’, for iOD and Android with over a 100 comic strips of six shows, entertains fans on the go with short jokes from SAB TV shows and characters. This app is an adaptation of the successful print ads in comic strip formats in leading newspapers for shows like Jeannie aur Juju, Chidiya Ghar, FIR, Lapataganj, R.K. Laxman and Golmaal. 3D characters of the channels much loved characters Gadha, Gopi Mama and Gulgule have been launched too.

On the future focus of the channel post the revamp, Kapoor said, “As the preferred channel for the viewers and advertisers, we continue to grow and evolve, increase brand loyalty and lead content innovation. We would continue offering fresh and innovative offerings as like always. In the immediate run though there is nothing different from the past.

The channel currently provides 4 to 5 hours of original content a day. “we plan to increase the hours of original programming from the next quarter onwards. In terms of genre we would like to experiment with the non-fiction and light hearted entertainment genre in line with our strategy,” says Kapoor. In terms of offering something to the younger audiences, SAB is planning something similar to its current shows, Baal Veer and Genie & Jiju which have generated good responses.

While the revamp is a good thing to enhance the brand value of any property, a media professional on conditions of anonymity said that the channel been very fast on dropping a show if it does not work and the response is poor. Added another media veteran, “now that the TAM is not working, how can they be sure that a show is working or not.” Industry observers also say that SAB has only 4-5 hours or original content and there are a lot of repeats during the day. The channel has been facing a lot of competition from Life OK. However the fact remains that despite all the concerns from media observers, SAB TV is still a profitable channel for MSM.