SAB TV

'Asli Mazaa Sab Ke Saath Aata hai"

Prepared by:
Mrityunjay Shahi Mihir Modi Miten Maru Krunal Kothari Nildhara Meh Jwalit Mehta Manoj Kshatriya

Introduction
The Adhikari brothers launched a hindi general entertainment platform SAB TV in 2000 aiming to tickle the viewers funny bone. The Sri Adhikari Brothers Television Networks Ltd. was the first publicly- listed television production company in India.

Introduction
Sab tv has got the right ingredients - brand recognition, loyal niche viewership, long lasting advertisers and a strong software programming side to the active involvement of the well-known promoters (Markhand and Gautam) There are programmes such as Office Office, Yes Boss, Shriman Shrimati, Taraak Mehta Ka Ooltah Chashmah and Paapad Pol which have etched a place for themselves in the mind of the viewer.

Sri Adhikari Brothers Television Network (SABTNL) had sold its brand and 1305 hours of library programs in 2005, to the Singapore-based SET Satellite, owner of Sony Entertainment and Max channels.
To create and upgrade infrastructure required for content production which includes studios, production and post production facilities

To plans for venturing into animation and explore international markets as well

To get sufficient cash to invest in facilities and equipment and also to repay their long-term debt

Analysing the Macroenvironment

They know that the saas-bahu kind of programms have reached a certain saturation point. Everybody is sick and tired of the same old routine that they have started looking awful. They have to ensure that they are in touch with the consumers and understand their likes and distaste. For that they have conducted research and found out that the programmes hosted by eminent personalities such as Vir Sanghvi, Karan Thapar, Pratibha Advani are watched by discerning viewers.

Crafting the Brand Positioning

2000

Launched a hindi general entertainment platform Offers a density of humourbased programms for males

2005
2007

Spotlight on "lighthearted family entertainment

Crafting the Brand Positioning

In 2000, used to have a lot of repeat programming. Later, after Sony took it over in 2005 and tried to change the programming, the channel suffered. SAB has a very unique niche in that it offers a density of humour-based programmes. This works well as it allows them to reach specific audiences, especially male In 2007 Kapoor put the spotlight on "lighthearted family entertainment (lighthearted entertainment that includes the entire family). Means they have also tried to increase their female audience.

Brand Elements-Positioning
2003
"Only Smiles, No tears"

2007

Asli Mazaa Sab Ke Saath Aata hai

2009

Jab Sab ho Saath toh baan jaaye baat underlining Asli Mazaa Sab Ke Saath Aata hai.

Brand positioning
Our recent positioning(in 2003) of "Only Smiles, No tears" has helped us embark upon the process of consolidation. Humour is the central theme and the backbone of our programming thrust. Our major emphasis will be on ensuring that we are known as the humour channel. we will offer "relief" to viewers - relief from strife, stress, war, negativity so on and so forth. We believe that there is a need to bring laughter into households.

Product specialization-Humour
They put forth intellectual humour, thoughprovoking, satire, pure comedy, something which helps one to unwind. Their programmsare not inane, black comedy aimed at making fun of people of issues.

Brand Reinforcement
They stuck to the brand promise Asli mazaa sab ke saath aata hai. None of their serials are negative and neither do they portray the harsh realities of life. More than 60 hours of light-heart content that can appeal to the entire family, has never been created in any part of the world.

Brand Reinforcement
SAB TVs light hearted content and shows targeted towards the entire family has appealed to more and more households across Hindi speaking market. With its focused programming strategy, relatable characterizations and a showcase of real situations, SAB TV has fast paced from a no. 9 channel to no.4 in the GEC space.

SAB KA BOUQUET (Product Differentiation)

non-episodic format and the comedy genre

First Horror Comedy

First silent comedy first funny detective comedy

combines laughter exercises and (Pranayama)

Happy Housewives club

creates a unique platform for Housewives to showcase their talents across the nation through its new show Happy Housewives Club. This initiative will expand the SAB family and extend the core values of SAB like positive thinking, driving core family positive values, being happy and optimistic.

Brand Extension
contd

In the coming fiscal, their original programming would be extended to all seven days from the current five; In addition, they have four hours of fresh content everyday. The intention is to extend the concepts in different time bands and consolidate the positioning across different day parts.

Brand Extension
Moreover, they also intend to make exclusive films to be premiered on SAB. These films will be made around the core brand promise in the coming years. They are also planning to go beyond Hindi. However, as of now Hindi remains their key focus.

Creating Value, Satisfaction & Loyalty Among Advertisers

They have managed to rope in all the top advertisers - Nirma, Cinthol, P&G, Nestle, Cadbury's, Maruti, Yamaha and Philips. There are smaller brands such as Priya Gold, Lancer and Rajdhani. They are looking at advertisers who can add value to the channel platform; and those to whom they can add value . They understand that it is a two-way process.

Back bone of SAB TV

In the television business, every second of airtime which remains unsold is wasted for forever and the broadcaster can't decide to reduce the number of airtime hours. Therefore, innovating is a must and we need to find new ways of ensuring that every second of airtime becomes an attractive and marketable. Anooj Kapoor

Dealing with Competition

When Anooj Kapoor joined SAB TV as Business Head in 2007, the channel was struggling at 28 GRPs. Since then, in the span of three years, he had steered SAB to 119 GRPs by successfully positioning it as a family comedy entertainment channel. There has been no family programming per se before them.

Dealing with Competitior

After achieving a career high of 101 GRPs, SAB has celebrated its success by throwing a party. This was displayed through an illustration, which read SAB kicks out Imagine TV and had a caricature of a karate kid, bearing Dilip Joshis face. SAB clearly doesnt hesitate in naming their opponents.

Marketing communication
Initially, the main issue for SAB TV was the reach and distribution, which was lower than other channels.(i.e. Star plus,Zee etc) Mr. Anuj and his team planned to increase this through increased investments and more programming. They have use both Marketing channels:
1. Personal communication channels 2. Nonpersonnal communication Channels

1. Personal communication Channel

Hosted SAB Ka Mela in Ahmedabad, a family fair attended by 27,000 people. They have also uses malls and multiplexes for spreading its base.(Mass Communications)

2.a. Nonpersonnal communication Channels

a) Media- media mix would typically consist of
TV, print, outdoor (billboards, digital screens etc.) radio promotion, SAB Ka Damadji, in which a "damadji" or son-in-law invites questions from women and answers them via jokes and funny anecdotes. some transit media options as well

2.b. Nonpersonnal communication Channels

B) Sales Promotion:
By Programms like SAB Dekho SAB Jeeto

C) Public Relations: it includes communication directed internally to employees.

They celebrate Makar Sankranti with a big bang every year with their employees and their family. SAB TVs first of its kind initiative delighted the employees and their entire families by planning a special event on the occasion of World family Day.

Market Area
Gujarat is a strong market Now, It is also supported by viewership from Uttar Pradesh, Madhya Pradesh, Rajasthan, Maharashtra and Chhattisgarh

Social Responsibility Behavior

A Gujarati jain fan of Taarak Mehta was so livid to see a commercial of KFC (Kentucky Fried Chicken) during the telecast of the show, that he wrote a letter to the producer and the channel, demanding the ad to be chopped. The channel removed the KFC commercial.

Awards & Recognition

SAB Awarded The Brand Leadership Award in Media & Entertainment-Nov -2009 SAB TV honoured at ITA 2009 SAB TV has also bagged the Best Comedy Serial for Taraak Mehta Ka Ooltah Chashmah and Best female actor in a comic role (Disha Vakani) for Taraak Mehta Ka Ooltah Chashmah. The channel is seeking to enter the Guinness Book of Records as the only channel to air comedy-based content round the clock.

Summary
SAB TV, Indias leading family comedy entertainment channel is the first GEC to clearly position & communicate its brand promise and offer programming content in line with its promise. Asli Mazaa SAB ke Saath Aata Haiis one of its kind campaign where the brand name, brand promise, product promise and the channel strategy are woven into one simple consumer insight Asli Mazaa SAB ke saath aata hai. SABs differentiated programming ensures fresh clean, healthy and light hearted entertainment that the entire family can sit together and enjoy.

Summary
This distinct positioning has led to channel loyalty and resulted in substantial growth for the channel. SAB connects with its family audience through multiple family touch points like Big bazaars, Cafeteria, Malls, Multiplexs etc. Soon other GECs too realized the essence of establishing their brand positioning and followed suit to redefine and reinforce their brand promise.

Thank You