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BByy
MMUUKKUUNNDDAA
AAEERROONN
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