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Why Sony Sab Wants to Be a Brand for “Living Rooms”

The Hindi general entertainment channel (GEC) Sony SAB, which is owned and operated by Sony Pictures Networks India, made an announcement on Thursday regarding a change in its brand and content strategy. Previously known as a comedy channel, the channel will now focus on telling stories about the lives of people in their everyday lives, with the goal of appealing to the entire family. The channel seeks to increase its “emotional connect with viewers by focusing on the relationships” with the help of the new positioning that it has adopted.

When asked about the rationale behind the shift in content strategy, Neeraj Vyas, business head for Sony SAB, PAL, and Sony MAX Movie Cluster, stated that the majority of the channel’s comedy shows were not doing very well, with the exception of the longest-running programme on the channel, which is called “Tarak Mehta Ka Oolta Chashmah.” “We wanted to bring back programming on television that was intended for the whole family. The majority of television networks in today’s society produce programmes targeted for female viewers aged 22 to 40, and the majority of these programmes are soap operas. It is really diverse if you look at the programming line-up that we have right now,” he stated, stressing that the goal was to create a space for the channel that no other channel occupies and to cement its identity as a ‘living room’ brand that draws the family together.

The iconic Tarak Mehta series will continue to be broadcast on the channel, along with other programmes such as ‘Pushpa Impossible,’ ‘Wagle Ki Duniya,’ and ‘Alibaba Dastaan-e-Kabul.’

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