To begin with, the channel has launched four new shows and a new advertising campaign which talks about its new positioning - daily family comedy. The campaign, which includes television, radio and print ads, has been designed by Pickles (earlier known as SSC&B Lintas).

Sources disclose that Sab TV has spent upwards of Rs 40 crore in terms of acquisition of new shows and the ad campaign. New shows on the channel include Lo Ho Gayi Pooja Iss Ghar Ki, Taarak Mehta Ka Ooltah Chasmah, Mein Kab Saas Banoongi and Jugni Chali Jalandhar.

Anooj Kapoor, business head, Sab, said, “We are also open to comedy-related reality shows and many premier comedy movies on our channel as well.” The channel will launch three new shows—on horror comedy, hospital comedy and court room comedy—soon, thus making them first-of-their-kind programmes on Indian television.

Prior to Sab’s buyout in 2004 by Sony, it used to be a niche comedy channel. After the takeover, Sab was positioned as a general entertainment channel and aired various shows like Maahi Ve, Lo Karlo Baat, and a youth-centric serial Left Right Left. The last one went on to become so successful that the channel changed its repositioned itself as a youth channel.

But newer youth shows failed to bring substantial business and success eluded the channel. Finally, after an internal research, it has decided to go back to comedy.