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SAB HD to launch on 5 September

MUMBAI: Sony Pictures Networks India’s (SPNI) light-hearted family entertainment channel SAB TV has finally got a high-definition (HD) sibling in SAB HD, which is slated to launch on 5 September.

While SAB HD will be a mirror of the standard-definition (SD) version of SAB TV, the former might have some differentiated content like a talk show.

Anooj Kapoor 01“Yes, in terms of content, we may look at certain shows for HD like a talk show where people might give some knowledge about comedy. We may even have some famous people talking about the various successes we had and the various sub-genres of comedy that we have successfully explored over the years. But that would be all. We won’t have exclusive content for HD,” said SAB TV senior EVP and business head Anooj Kapoor.

The new channel will have minor tweaks in the FPC (fixed point chart). It will continue to uphold the core brand promise of the SD channel—‘Asli Mazaa SAB Ke Saath Aata Hai’.

The HD version will be available on Tata Sky, Airtel, Dish TV, as well as on major cable platforms.

The packaging of the HD version will also be at its premium best. The swish and swirl of the threads in the shades of blue and purple will give a very fresh look to the channel. The threads signify coherence; these are the threads of relations and love that binds us all together. This new packaging will also be introduced on SD corresponding to the launch HD channel.

SAB HDThe timing of the channel launch has been planned in line with the new content that it has been rolling out and will roll out in the coming months.

“Earlier, we didn’t feel any business compulsion to launch the HD channel. Secondly, we felt that the most appropriate time to launch the HD channel would be when we are ready to launch a string of shows. Since we are now ready to launch more shows in the upcoming months besides the ones that we have launched recently, we felt the time is right to launch SAB HD,” said Kapoor when asked as to why it took so long to launch an HD version.

Kapoor  has been preparing for the HD channel for the last few years. “In the last few years we have been upgrading the look, costumes and sets. We have been making a very consistent effort to ensure that the best possible technical equipment is being used to shoot the shows so that not only are we HD ready but our HD looks as good as the rest of the competition,” he said.

He also stated that the HD subscriber base forms the broad target audience for SAB TV. “SAB is a primarily an urban-centric channel. People who view HD and subscribe to additional HD channels belong to a certain strata of urban audiences and those are the people HD caters to. That is within our broad target audience,” Kapoor noted.

SAB HD will start selling ad slots once it stabilises. “The advertisers on the HD channel will be different from our usual almost 120 advertisers on the SD channel,” he stated.