B y M U K U N D A A E R O N

2008: Year of Hindi General Entertainment Channels

The Hindi general entertainment channels (GEC) genre continues to be the largest scorer on audience aggregation.

And clearly, 2008 is the year of the Hindi GECs.

Intentions have manifested, and the second generation of GECs is already up and competing with the older boys.

SAB TV Brief Update

 SAB TV is an Indian general entertainment television channel that is owned by Multi Screen Media Pvt. Ltd. It was launched on April 23, 2000, by Sri Adhikari Brothers as a general entertaiment channel.

In 2003, it was repositioned as a comedy-centric channel. In March 2005, SAB TV was acquired by Sony Entertainment Television and was transformed into a youth-centric channel.
In June 2008, the channel announced that it would return to its roots by being repositioned as a comedy-centric channel once again.

Contents
1 Programming 1.1 Comedy/Sitcom 1.2 Reality 1.3 Others

2 Former Shows

Programming
1.1 Comedy/Sitcom

Bhago KK Aaya Comedy Club Left Right Left Lo Ho Gayi Pooja Is Ghar Ki Yes Boss

1.2 Reality

Comedy Ka King Kaun Krazy Kiya Re

1.3 Others Music Darbar Teleshopping

Former Shows
5 Day Thriller 10 Civil Lines Aao Jhoomein Gaaye Abhi To Main Jawan Hoon Aaj Ke Shriman Shrimati Aflatoon Alif Laila Apne Jaise Types Bollywood Buzz Captain Vyom Chamcha In Chief Daddy Samjha Karo Dhaba Junction Ek Aur Fauji Banda Yeh Bindaas Hai Bolo Yo A Madhouse

Acting Ki Funshaala Akting Akting

Bhanwar Bramha Vishnu

Carry On Shekhar Chamatkar Chuupke Chuupke Countdown No Dard Detective Doll Doli Leke Aiyee Hai Dullhaniya Ek Nayee Jindagi

Fame X Four Full Masti 88.2 Family.Com Gup Shup Coffee Shop Hai Janab Ka Hassi Woh Phassi Udhar Ishq Ki Ganti Ji Behenji Khatta Meetha Ka Kisi Se Na Kehna Duniya Line of Fire Made In India Masti

Family No. 1

FIR
Haadsa Humse Hai Zamana Jab Khelo Sab Khelo Kabhi Biwi Kabhi Jasoos Khauff Kuch Dil Se Love Story

Funny
Haal Kaisa Idhar Jersey No. 10 Karam Kissa Kursi Kushi Ki Maahi Ve

Milte Hai Break Ke Baad

Mohalla Mohabbat Wala

Nok Jhok

Office Office
Paratishodh Public Hai Sab Janti Hai

Paisa Vasool
Platform No. 9 Right Choice

Papa Ban Gaye Hero

Power Man Sab Golmal Hai

Sab Ka Bheja Fry

Sahib Biwi Ke Gulaam Shree Sifarishilal

Sab Kuch Ho Sakta Hai

Sabse Bada Rupaiya

Sambandh Sirf Stories

Sajan Tum Jhuth Mat Bollo Shriman Shrimati

Sunday Ke Sunday
Twinkle Beauty Parlour Yeh Duniya Hai Rangeen

Taak Jhaak
Wah Wah

Take It Easy
Waqt Ki Raftaar Zimmedaar Kaun

Research Starts

Research Problem
Why did Sab take a comedy route after churning out popular youth centric shows like LRL and Jersey Number 10?

Research Objective
To analyze the viewers expectation and contentment towards SAB TV as a niche channel in the General Entertainment Space.

Research Design
(a) TYPE OF RESEARCH: Descriptive Research

(b) DATA COLLECTION METHOD: Primary data. Because this was more suitable according to my survey and sample size.

(c) DATA COLLECTION INSTRUMENT: Questionnaire

 (d) UNIVERSE :

Mumbai City

(e) SAMPLE UNIT:

Individual.

(f) SAMPLE SIZE:

50

 (g) SAMPLING TECHNIQUE:

Under Non-Probabilistic, it is the Convenient sampling.
(h) DATA ANALYSIS TECHNIQUE: Quantitative technique (i) DATA ANALYSIS: Graph (Pie Charts, Bar Diagrams, Cylinders, Cone, Pyramid.)

Analysis and Interpretations

Age Group Distribution

The 15-25 age groups constituted the majority of (60%) of the sample.

No. of respondents

18% 15-25 25-35 14% 60% 8% 35-50 Above 50

Gender Distribution

38 out of 50 samples (76%) were female and the remaining 12 (24%) were male respondents.
No. of respondents

24%

Female Male

76%

Income Level Distribution

From the viewpoint of income level, the sample was largely dominated by below 2, 00,000 Rs (per annum) group, with nearly 80% (40)
80 70 60 50 40 30 20 10 0 No. of respondents %age 10 5 3 2 6 4 40 Below 2,00,000 2,00,000-4,0,000 4,00,000-6,00,000 Above 6,00,000 80

Q1. Do you watch SAB TV ?

Out of 50 people, the majority of the persons (30)watch SAB TV ie. 60 & 40 % occasionally.
No. of respondents

40%

60% 0%

Yes

No

Sometimes

Q2. What influences you to watch SAB TV ?

Out of 50 respondents, majority of them(38) ie.76% are influenced by the content of SAB TV.
80 70 60 50 40 30 20 10 0 No. of respondents Advertisements Brand Advertisements % of respondents Peer Group Content Others 12 0 0 0 0 0 0 38 24 76

Q3. The Reality Show like, Krazy Kiya Re involving celebrities (Sachin & Parizaad) attracts you to watch SAB TV?
Out of 50 respondents, the majority of them ie.56% are not attracted by them.
No. of respondents

No. of respondents, 56%

No. of respondents, 44%

Yes No

Q4. Which program do you prefer most?

The majority of them prefer LRL most ie.44%,followed by yes boss(16%), FIR(16%), J ersey No.10(12%), OfficeOffice(6%), Krazy Kiya Re(4%),Comedy Ka King Kaun(2%). 44
45 40 35 30 25 20 16 15 10 5 0 No. of respondents Yes Boss Jersey No. 10 Comedy Ka King Kaun Left Right Left FIR Others 8 3 6 8 2 1 6 0 % of repondents Office-Office Krazy Kiya Re 12 16 22

Q5.How much do you agree with the following statements:

a) SAB TV appeal to the entire family from 6-60.

The majority of them ie. 80% agree from the above statement.
No of respondents 0% 20% 0%

80%

Strongly Agree

Agree

Disagree

Strongly Disagree

Q5.b) SAB TV par Sab Kuch milta hai.

The majority of them ie. 70% disagree from the above statement.
No of respondents

10%

0%

20%

70%

Strongly Agree

Agree

Disagree

Strongly Disagree

Q5.c) SAB TV is a better option to get rid of monotonous Sas - Bahu

Channels. The majority of them ie. 40% strongly agree from the above statement, 40% agree from it.
45 40 35 30 25 20 15 10 5 0 No of respondents Strongly Agree Agree Disagree % of respondents Strongly Disagree 0 0 10 20 20 20 40 40

Q6. Are you satisfied by the charges charged for the SAB TV as a pay channel?
Out of 50 respondents, no body was concerned about the charges charged for the SAB TV as a pay channel.
100

100 90 80 70 60 50 40 30 20 10 0 0 0 0 0 50

Yes No Cant say

No. of respondents

% of respondents

Q7. Is it right to say in your views that SAB TV offers all day comedy programming?
Out of 50 respondents, the majority of them(35) 70% say yes ie. they are agreed.
No. of respondents

30% Yes No 70%

# If yes, please rate their comedy content.

Out of 35 respondents who are agreed from the statement the majority of them (14) ie.40% rate their comedy good, 40% rate fair & rest 20% rate it very good.
No of respondents

0% 40%

20% Excellent Very Good Good Fair Poor 40%

Q.8 Rating of Channels: 10-Great Interest 1-Least Interest

The rating is leaded by Star Plus(8.5),followed by Sony(8), Zee TV(7), NDTV Imagine(6.5), SAB TV(6), Star One(5.5) & 9X (4.5).
9 8 7 7 6 5 4 3 2 1 0 1 5.5 4.5 6.5 6 Options Star One NDTV Imagine SAB TV 9X Sony Star Plus Zee TV 8.5 8

Q9. Is it right to say SAB TV is a comedy king in the G.E.C. Universe.

Out of 50 respondents, the majority of them(38) ie.76% are agreed.
No. of respondents

24%

Yes No

76%

Q10. What marketing strategies would you like to suggest SAB TV to retain its standing in the G.E.C. Universe?
All programs should be comedy based.
Promote celebrity endorsements.

Should improve the quality of comedy.

More visibility in the market. The strength of the content should be maintained & plan better.

Findings

Strong Content is the prime reason that attracts viewers to watch SAB TV i.e. 76%. The reality show like Krazy Kiya Re is successful in attracting the viewers i.e. 44% in a short span of time. The flagship program Left Right Left is still leading in the viewers mind.

SAB TV is developing into a family channel i.e. appealing to the age group 6-60.

 According to the majority of viewers i.e. 80% SAB TV is a better option to get rid of Sas-Bahu channels. SAB TV offers all day comedy programming i.e. acc. to 70% viewers.

SAB TV standing is on 5th place in the General Entertainment Space after 3 leading channels i.e. STAR PLUS, SONY, ZEE TV & 4th channel NDTV IMAGINE. SAB TV is the Comedy King in the viewers mind i.e. according to 76% viewers & acc. to them comedy content is reasonably good, yet there is lot of scope for improvement.

Conclusion

 From the above findings, I can conclude that in nutshell, the punch line for SAB TV is that it is always striking in the viewers mind as COMEDY CHANNEL.

So SAB TV should focus on the comedy-centric approach in the future also to achieve the leading position in the G.E.C. Universe.

 Hence all the SAB TV programs, whether reality shows or youth centric i.e. LRL should have basic theme of comedy and SAB TV should promote family comedy channels like Lo Ho Gayi Pooja Iss Ghar Ki & should also encourage the approach of celebrity endorsements.
Therefore there is no exaggeration in saying that, SAB TV is the Comedy King in the viewers mind.

Limitations
The non probability convenience sampling was used in the research. Most of the survey was carried out in and around Mumbai city only. Time constraints didnt allow going for a larger samplesize.

The medium of the survey (English) was one of constrains as many people din not showed interest in filling up the questionnaire.

Bibliography
ONLINE: Youtube Rediff- ishare Ibibo Googlevideohost (international site) Chakpak Sifymax Bigadda Aol

Thank You