The Hindu Business Line : SAB TV targeting smaller towns

SONY Entertainment Television's recently acquired mass entertainment channel, SAB, has moved from its earlier comedy positioning to a light-hearted mass entertainment channel, which would appeal to heartland India.

Speaking to Business Line, Mr Vikas Bahl, Business Head, SAB, said the channel would launch a new show each month, and the channel's programming bouquet would include fiction, reality shows and game shows. "But all the shows would be Indian in their character and none of them, especially the fictions, would have too much of melodrama in them," he said.

Taking ahead its strategy of catering to regional masses, the channel is launching a show on prime time called Mahi Ve, which would revolve around a Punjabi family. Mr Bahl said that the channel would, in the coming months, also look into fictions, which are set in other States.

In terms of distribution, Mr Bahl said the channel is aggressively getting into distribution in the smaller towns and cities.

On how different SAB is from Sony, Mr Bahl said, "While Sony caters to the audience in the metros, SAB's personality associates more with masses living in smaller towns."

The channel has lined up a host of promotional activities to promote Mahi Ve. "We are travelling to different cities in Punjab to promote the show. Apart from this, we would also looking at spots on TV and radio."

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