SAB, the entertainment channel recently acquired by Sony Entertainment Television from Sri Adhikari Brothers, is now ramping up its prime time band (8:30 am to 10 pm).
Towards this, the channel will launch its daily soap Twinkle Beauty Parlour which will hit the tube on May 15 at 9 pm. Following this, the channel will launch another show Left Right Left which is a youthful show centred around a military camp, in June.
Twinkle Beauty Parlour, a multi-protagonist story, revolves around five women living in a close-knit community surrounding the local salon in Lajpat Nagar, Delhi, the backdrop of the beauty parlour being the haven of empowerment and sanctity for these women.
The show aims at catering to the middle-class women of India, who constitute the biggest part of the Indian population by exploring different sets of relationships moving away from the regular family drama.
After the acquisition from Sri Adhikari Brothers, the channel's prime time lacked a robust line-up of shows.
Vikas Bahl, senior vice-president & business head, SAB, said, "The focus is now on the prime time band. A slew of new programming initiatives are on the anvil, and by September all our programmes should be in place."
SAB has managed to increase its gross rating points on television from four to 16. Bahl pointed out that since the channel went pay, the effort has been to increase the channel's reach and distribution.
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