Sony to re-position & revamp its SAB channel


Come 7th November, Sony TV will be revamping its recently acquired comedy channel SAB TV in India.

“We wanted to make SAB a channel that would compliment the current network offering. Our aim was to broaden the audience base as the channel currently caters to a select set of people. Sab had a strong equity in the comedy space and is a good proposition; all it needed was a clear direction and money because it was bleeding,” says SET India CEO Kunal Dasgupta.

Sony bought SAB TV back in April and since then has been on the roll to position the channel with a new look, new programming and to increase the channel’s share in India. “We will be targeting the heartland. The channel will be relevant to ordinary people, the shows will be optimistic in nature and be a source of refreshment for people. Even after the re-launch, there will be no tears on the channel,” said Singh.

Prior to Sony’s acquisition of SAB, the channel had an alliance with Leicester based MATV, however, MATV’s deal fell through when Sony jumped on board. Sony’s SAB TV will soon be launching in the UK as a whole channel in the next few months. This was confirmed by Sony executives at a press conference a few days ago.

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