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Posted: 07 December 2007 at 10:26am | IP Logged
SAB beefs up youth content  Gup Shup Coffee Shop-Produced by Anujsaxena' Maverick produtions
SAB beefs up youth content
Ashish Mitra
Under the flagship of Sony, SAB TV looks to revive its viewership by targeting young audiences
AB TV that was earlier known for its comedy shows has now changed track after it was acquired by Sony Entertainment Television. SAB came into Sony's bouquet with certain advantages. It had got its own niche with a non-metro focus with adequate distribution and had its share of male viewers who preferred such comedy shows. But the fact was that the SAB brand had reached saturation point in the comedy genre and the channel's revenues had been dipping. Naturally, the thinking of the higher ups in the channel, after the takeover, was otherwise. It decided to go youth-centric.
Of late the channel has been dishing out several youth-specific serials like Left Right Left, Love Story.Its latest serial Jersey No. 10 has been its most popular serial as yet. Buoyed by the response the cricket-centric serial has been getting, SAB TV has further beefed up its youth offerings with the launch of four new shows Detective Doll, Sirf Stories, Full Masti 88.2 and Gup Shup Coffee Shop from Monday to Thursday in the 8.30 pm slot that started beaming from December 3.
Briefing about the shows, SAB TV Business Head, Anooj Kapoor said, " Detective Doll that would be telecast on Mondays is the story about a college-going girl Ayesha Thappar (fondly callled Doll) who finds out that she can be a good detective. Besides continuing with her studies, Ayesha sarts working as a detective. This serial has been tapped from the aspirations of several college-going students who want to do a part time job to earn something for their pocket money," adding," that's another thing that when on job Ayesha finds it hard to solve any case."
The second serial Sirf Stories, to be telecast on Tuesdays,consists a number of short stories that begin and end on the same day. Episodes in this serial will cover different genres. "We went into doing this serial because we found out that the youth in general were not liking serials that were going on for a long long time. They wanted something that would be short, sweet and crispy. Going by the general sentiment prevailing among the youth, we visualised a serial that would cover different genres like romance, action, comedy etc.Once approved, we took it forward," quips Kapoor.
A salient idiom and territory of today's youngsters is the Frequency Module (FM) radio. Full Masti 88.2 ,to be telecast on Wednesdays,is the story of a bunch of youngsters whose enterpreunial nature lands them to run a radio station without they actually knowing what really a radio station is all about. The story revolves around how some youngsters stick together through thick and thin with no money and any listeners. Together they struggle to make the station survive and sort out their tangled lives while adding music to everyone's life. "The theme is again inspired by the will of today's youth to do somerthing in life without much of an experience behind them," says Kapoor.
Cafe shops are the popular domain of yougsters. Going by the popularity, spendthrift lady members of an affluent family (grandmother, daughter and grand daughter) decide to run a coffee shop.
To be telecast on Thursdays, Gupshup Coffee Shop is the story of these best buddies, all of whom establish the business assuming it to be just another business. But when they actually get into business everything snowballs and they end up into a financial mess much to the disappointment of the only male member of the house - the grandfather. "Here we emphasise that whatever business one does it should be accompanied by considerable experience in the trade," adds Kapoor.
"Why has the SAB channel gone youth centric when it was doing well in the comedy genre?" we ask Kapoor. "Once comedy used to be the hallmark of SAB TV which is now a thing of the past. Since Sony took over the channel, it has been our constant endeavour to reinforce the fact that we are a mass youth channel with every new show that we launch. Jersey No 10 based on cricket has proved to be a driving force behind this new property.
The underlying theme of all the shows is a youth punch. From a cool detetective to aspiring radio professionals, the shows touch aspirations and dreams of youth," replies Kapoor. Elaborating further about the show Kapoor adds,
"What we are doing is completely led by consumer research. We have done extensive survey on the youth. We went and met youngsters in metros, mini-metros and asked them about the kind of shows they wanted to see. With the samples of our interaction with them we have created the new shows. All the four shows are youth-based shows and they cater to the articulate need of variety which in turn reinforces the tag that what you see on SAB TV has never been seen before on any channel yet."

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