Multi Screen Media Asia’s light entertainment channel, SAB TV is getting a huge marketing push in the UK, starting with it going free-to-air during October on Sky Digital.

SAB will see an array of new shows in the coming months in addition to it۪s current schedule of award winning properties. The channel currently stands as India۪s number one Hindi comedy channel and with this positional advantage, SAB is the UK۪s first ever, and only, comedy channel for the South Asian community which is the main reason behind the upcoming awareness drive for the channel.

The focal feature of this campaign will be the fact that it is free to air۪ during the whole of October for any Sky viewers who are not already subscribed. Supporting this, a six figure promotional campaign will use ATL advertising extensively and initially incorporate comical characters which viewers will relate to giving the message of why SAB is different from what is on offer on all other channels, in a light-hearted and sometimes cynical manner. This message will be followed up by using key characters from the channel۪s various award winning shows reinforcing the message with a satirical view on British life. Media used in the campaign will include billboards, print publications, TV, bus stops, phone boxes and radio as well as targeted direct to home, street level and social networking promotions.

SAB TV has teamed up with marketing agency Here & Now 365 to reinforce the message about the channel’s uniqueness.

A channel spokesperson said, “The opportunity to watch SAB during the entire duration of October, will give those in the UK that have never watched the channel before, the chance to sample why it has become so successful in India and has overtaken ZEE TV in daytime viewership figures.”

SAB TV is available on Sky channel 816.