SAB TV adds four new shows to primetime


SAB TV seems to be readying itself for its UK launch next year by repositioning the channel and focusing on shows in all day parts.

SAB TV – the youth offering from the Sony Entertainment Network has been on a revamp spree since the Cricket World Cup ended in the summer of this year. SAB TV was one of the main broadcasters of the cricket in India, along with its sister channels Sony Entertainment Television Asia and PIX.

The revamp led to a cull of its poor performing shows and the introduction of many hip and trendy programmes to appeal to its younger audience.

In the UK, SAB TV is currently unavailable; however channel bosses have already been giving its viewers a taste of SAB shows by scheduling these on its flagship channel Sony Entertainment Television Asia. The response according to the channel has been encouraging.

SAB TV will be an alternative service in the MAX Mix bouquet, which currently consists of MAX, ARY Digital, Aaj Tak, Sahara One and Filmy. With film, sports, non-Hindi programmes, news and general entertainment covered in the MAX Mix channel line-up at present, Sony Entertainment Network bosses hope SAB TV will fill the gap for its younger audience who are seeking a different selection to what is currently offered within the MAX Mix pack.

Recently SAB TV axed the show ‘Love Story’ (also shown on Sony TV) because of low viewing figures. The programme is being replaced with a selection of other entertaining shows to spruce the 20:30 band.

Starting Monday 3rd December, four new shows ‘Detective Doll’, ‘Sirf Stories’, ‘Full Masti 88.2’ and ‘Gupchup Coffee Shop’ will occupy the Monday – Thursday 20:30 slot.

Anooj Kapoor, Senior Vice-president, SAB TV said, “These four shows will have fresh themes, our objective is to capture and give better variety shows to our target group. Through these four shows, we intend to bring some variety into our programming which was long overdue.”

‘Detective Doll’ (Produced by Miditech), a story of a college going girl who is also a part time detective on Monday, ‘Sirf Stories’ (Produced by Film Farm Productions), featuring standalone short stories on Tuesday, ‘Full Masti 88.2’ (Produced by Endemol), a show based on a radio talk show on Wednesday, and ‘Gushup Coffee’ (Produced by Maverick), a show about three rich and spoilt women who run a business on Thursday.

SAB TV is expected to launch on Sky Digital in the UK in the first quarter of 2008.

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