SAB TV turns focus on female protagonists with new shows

Sony SAB TV is planning to broaden its audience base by launching three new shows with a special focus on female protagonists.

Currently, SAB TV has a skew towards male audiences. By launching the female-centric but male-inclusive shows, the channel not only plans to broad-base its viewership, but also expand its advertising pool.

The light-hearted family entertainment channel will launch a drama comedy "Ichapyaari Nagin" on September 27, and will also bolster its late prime time with family comedy show tentatively named "Parivar 007" and romantic comedy "Dil Deke Dekho", read a statement.

"Parivar 007", will launch on November 2 and "Dil Deke Dekho" on October 18.

"Iccha Pyaari Naagin Ki" is an attempt to break all the perceptions about 'naags' and 'naagins' that are present on the Indian small screen.

It will narrate the story of Iccha - a sweet and charming character - who is sent to Earth for rectifying the negative image of snakes made by humans.

"Dil Deke Dekho" is a mix of male and female protagonists. It is a romantic comedy of three generations, while "Parivaar 007" will see two daughters-in-law and sisters-in-law as RAW agents with the father-in-law being the boss. The show will be a combination of thrills, action and domestic comedy.

The channel is also working with Manish Popat from Saregama for a show titled "Gupp Chupp".

Anooj Kapoor, SAB TV senior Executive Vice President and business head, said: "Our late prime time is not doing so well currently. We are strengthening it by launching shows at 10 pm and 10.30 pm.

"We will also launch a show in the 8 pm slot. The three shows will be launched from now until November. Through these shows, we are getting back female protagonists to broad-base the viewership of the channel."

In addition to this, Sony Pictures Networks Television India (SPN) has added yet another HD channel to its bouquet of offerings with the launch of Sony SAB HD.

The new channel will continue to resonate the core brand promise of its standard definition channel - 'Asli Mazaa SAB Ke Saath Aata Hai'. Sony SAB HD will officially go live on September 5.

--IANS

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