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SAB TV looks to broaden audience base with female-led shows
MUMBAI: Hindi GEC SAB TV is planning to broad-base its audience base by launching three new shows with strong female protagonists. Currently, SAB TV has a skew towards male audiences, who comprise almost 52% of its viewership with females contributing the rest.
By launching female-centric but male-inclusive shows, SAB TV not only plans to broad-base its viewership but also expand its advertising pool of 120 clients. The majority of advertisers on the channel target male and family viewers. With these new shows, SAB plans to woo advertisers that target females.
The light-hearted family entertainment channel will launch drama comedy ‘Ichapyaari Nagin’ on 27 September in the 8 pm slot.
It will also bolster its late primetime with family comedy show tentatively named ‘Parivar 007’ and romantic comedy ‘Dil Deke Dekho’. ‘Parivar 007’, which will launch on 2 November, will air in the 10 pm slot. ‘Dil Deke Dekho’, which will launch on 18 October, will occupy the 10.30 pm slot.
The channel currently airs ‘Balveer’ in the 8 pm slot while the 10 and 10.30 pm slots are occupied by ‘Badi Door Se Aaye Hai’ and ‘Dr Madhumati on Duty’ respectively.
SAB TV’s primetime begins at 7.30 pm continuing until 11 pm. It has three and a half hours of daily original programming from Monday to Friday, which will remain unchanged. SAB has a strong pull in the urban markets.
“Our late primetime is not doing so well currently. We are strengthening it by launching shows at 10 pm and 10.30 pm. We will also launch a show in the 8 pm slot. The three shows will be launched from now until November. Through these shows, we are getting back female protagonists to broad-base the viewership of the channel,” said SAB TV senior EVP and business head Anooj Kapoor.
This is the first time SAB TV will have so many shows with female protagonists. Earlier, its show ‘FIR’ had a strong female protagonist show.
“Rather than going after the male underdog strategy that we have been pursuing for so long, we are getting at least 2–3 shows driven by strong female leads,” he added.
The channel will, however, retain its male character as this gives them an advantage over other GECs when it comes to advertising.
“The male skew will continue because the shows are tailored in such a way that even if the protagonist is a female, the appeal of the show will be for males. This is because we cannot and will not erode our core male audience,” Kapoor averred.
“We don’t want to lose the edge of male viewership for advertising purposes, because it gives us an advantage in terms of revenue as some of the brands that target males find a unique platform in SAB.
“Our attempt is to add some of those GEC viewers who somehow have this fixation that unless the show is led by a female protagonist, it’s not for females. We are trying to get them on-board with that kind of mindset,” he explained.
In general, a GEC will have 70% female and 30% male viewership. However, Kapoor will be happy even if his viewership pie is equally split between male and female.
“It is mildly skewed towards male at 52:48, which gave us the confidence to increase that 48% as well. In the GEC space, it is 70:30 in favour of females. If women along with their families decide to watch comedy, I don’t mind a 70:30 split and a 200 GRP channel. However, that not being the case and there being strong and loyal viewership of soaps, what we can hope for is 50:50,” he pointed out.
SAB TV’s tent-pole shows include ‘Taarak Mehta Ka Ooltah Chashma’, ‘Chidiya Ghar’ and ‘Balveer’. Kapoor has no plans to replace any of these shows as they are performing well. “Certain shows are delivering ratings of below 1 TVR, so we will replace those shows,” he stated.
While the channel is increasing its distribution footprint in urban areas, it is also expanding in strategic points of distribution in rural areas. “For us it’s more in urban areas. At the same time, wherever we felt the necessity to be in rural areas, we did so to complement the overall GRP growth. Presently, we do not feel the need to expand distribution in rural areas,” he stated.
SAB TV’s urban viewership is 39% of the total universe. It will continue to focus on the urban market. “Being strong in urban helps us a lot. SAB TV is one of the most profitable channels. Our return on investment is perhaps the highest in the industry,” he asserted.