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SAB unveils content plan for the quarter

MUMBAI: Similar to last year, SAB TV is back with an assortment of new shows after the Indian Premier League (IPL). It will launch several shows between June and August to strengthen its programming line-up.

The first show from the channel’s stable, a silent romantic comedy titled ‘Rumm Pumm Po’, launched on 6 June in the weekend band at 8 pm.

Now SAB has unveiled its first new weekday property after the IPL, a mythological comedy ‘Krishan Kanhaiya’. The show will launch on 29 June, airing from Monday to Friday, at 10:30 pm, replacing ‘Peterson Hill’.

SAB TV senior EVP and business head Anooj Kapoor said, “Silent shows have done very well on our channel and we are now trying to attract a younger audience over and above our usual audience. Therefore, we thought a romantic comedy like ‘Rumm Pumm Po’ would be better than just a gag-based comedy. Meanwhile, with ‘Krishan Kanhaniya’, all other slots were performing well for us except the 10:30 pm band and hence we placed it there. Also, youngsters watch TV late, so 10:30 is not very late from that point of view and it has a lot of emotional appeal across the length and breadth of the country.”

The show is a witty take on the belief of god and worship, through the eyes of the protagonist Kanhaiya Lal.

SAB has designed an extensive marketing plan for the show, which will see over 5,000 spots on TV across a mix of genres, print ads across major publications, as well as radio, theatre and OOH.

The marketing plan will focus mainly on UP, Delhi, Mumbai and Gujarat. In Mumbai, SAB will also erect a 12–15-foot white butter statuette of Lord Krishna in Infinity Mall, Andheri. It will remain there for four days from 18 June to 21 June.

Siddharth Arora will essay the role of Krishna and Nikhil Ratnaparkhi will play Kanhaiya Lal. Other cast members include Jasvir Kaur as Kanhaiya Lal’s wife, Sudhir Pandey as Kanhaiya Lal’s father, Sanjay Chaudhary as Kanhaiya Lal’s son, and Shubhangi Gokhale as Kanhaiya Lal’s mother.

Going forward, the channel will launch some more shows, but its focus will be to strengthen the weekend line-up.

“We are planning a number of new initiatives for the weekend band around July–August and have aggressive plans for the channel,” Kapoor stated.

However, the downside of being a low-budget channel is that SAB, unlike other Hindi general entertainment channels, cannot afford to launch high-investment, big-ticket properties.

As Kapoor stated, “We haven’t thought of launching fiction or non-fiction shows in the weekend, but we at SAB obviously cannot afford big-ticket properties. Hence, we will differentiate through innovation. We will continue to do what we are doing and try to offer more humour to the soap-viewing audience through our new launches.”