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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 A Madhouse Aao Jhoomein Gaaye

Abhi To Main Jawan Hoon Aaj Ke Shriman Shrimati Acting Ki Funshaala Aflatoon Alif Laila Akting Akting

Apne Jaise Types Banda Yeh Bindaas Hai Bhanwar

Bollywood Buzz Bolo Yo Bramha Vishnu

Captain Vyom Carry On Shekhar Chamatkar Chamcha In Chief Chuupke Chuupke Countdown No Daddy Samjha Karo Dard Detective Doll Dhaba Junction Doli Leke Aiyee Hai Dullhaniya Ek Aur Fauji Ek Nayee Jindagi

Fame X Family No. 1 Four

Full Masti 88.2 FIR Funny Family.Com

Gup Shup Coffee Shop Haadsa Haal Kaisa Hai Janab Ka

Hassi Woh Phassi Humse Hai Zamana Idhar Udhar

Ishq Ki Ganti Jab Khelo Sab Khelo Jersey No. 10

Ji Behenji Kabhi Biwi Kabhi Jasoos Karam Khatta Meetha Khauff Kissa Kursi

Ka Kisi Se Na Kehna Kuch Dil Se Kushi Ki

Duniya Line of Fire Love Story Maahi Ve Made In India Masti  

Milte Hai Break Ke Baad Mohalla Mohabbat Wala Nok Jhok

Office Office Paisa Vasool Papa Ban Gaye Hero Paratishodh Platform No. 9 Power Man

Public Hai Sab Janti Hai Right Choice Sab Golmal Hai Sab Ka Bheja Fry Sab Kuch Ho Sakta Hai Sabse Bada Rupaiya Sahib Biwi Ke Gulaam Sajan Tum Jhuth Mat Bollo Sambandh Shree Sifarishilal Shriman Shrimati Sirf Stories Sunday Ke Sunday Taak Jhaak Take It Easy

Twinkle Beauty Parlour Wah Wah Waqt Ki Raftaar Yeh Duniya Hai Rangeen 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

60%8%

14%

18%

15-25

25-35

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

76%

24%

Female

Male

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)

40

5 3 2

80

106 4

0

10

20

30

40

50

60

70

80

No. ofrespondents

%age

Below 2,00,000

2,00,000-4,0,000

4,00,000-6,00,000

Above 6,00,000

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

60%

0%

40%

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.

12

0 0

38

0

24

0 0

76

00

10

20

30

40

50

60

70

80

No. of respondents % of respondents

Advertisements Brand Advertisements Peer Group Content Others

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,

44%No. of

respondents, 56%

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%), Office-Office(6%), Krazy Kiya Re(4%),Comedy Ka King Kaun(2%).

8

22

36

8

2 1 0

16

44

6

12

16

42

00

5

10

15

20

25

30

35

40

45

No. of respondents % of repondents

Yes Boss Left Right Left Office-Office

Jersey No. 10 FIR Krazy Kiya Re

Comedy Ka King Kaun Others

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%

80%

20%

0%

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

0%20%

70%

10%

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.

20

40

20

40

10

20

0 00

5

10

15

20

25

30

35

40

45

No of respondents % of respondents

Strongly Agree Agree Disagree Strongly Disagree

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.

0 0

50

0 0

100

0

10

20

30

40

50

60

70

80

90

100

No. of respondents % of respondents

Yes

No

Can’t say

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

70%

30%

Yes

No

# 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% 20%

40%

40%

0%

Excellent

Very Good

Good

Fair

Poor

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).

5.5

6.56

4.5

88.5

7

0

1

2

3

4

5

6

7

8

9

1

Options

Star One

NDTV Imagine

SAB TV

9 X

Sony

Star Plus

Zee TV

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

76%

24%

Yes

No

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 viewer’s 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 didn’t allow going for a larger sample-size.

• 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