MUMBAI: SAB TV seems to be getting aggressive by the day. The channel, which slowly and steadily made a mark in the industry for its youth oriented shows, has a bunch of marketing strategies in place to promote their upcoming series.
Sab TV marketing head Manish Hariprasad said, “Before planning our strategies, we carefully studied the market and came to a conclusion that our competitors are not the shows on other channels, but the activities the youth are involved in.”
They observed that the media consumption is very different when it comes to the young adults; they prefer the new media to the conventional mass media.
Their first strategy was to create a catchy track for Left Right Left, composed by Vishal-Shekhar. After this, they came up with the Left Right Left viral. Adds Hariprasad, “Friends love to irritate each other, so we came up with this LRL viral which is available on our official website.” The viral was created by a company called Flip based in Bangalore and the channel won the Promax award for this creation.
They are now coming up with games that will be based on their new show, SAB Ka Bheja Fry. “We will chalk out four games revolving around the four characters of the show. We will first forward these games to our database of one lakh people and then put it up on our website,” states Hariprasad.
On being queried about the budget, all that he reveals is, “I can’t divulge in figures, but it’s in and around tens of thousands.”
After receiving a positive response for these strategies, SAB also has other plans up its sleeve. Within a few months they will be launching a networking website for the youth. “It won’t be like Orkut or Facebook, instead will be more Indian. But it will be a hangout place for the youth,” explains Hariprasad.
They are in the initial stages of the plan and will be outsourcing engineers for the required backend.