Even those who don't agree never deny that the funniest shows are on SAB TV. On the steam of laugh riots like FIR, the channel has gradually tuned its entire line-up to comedy and is clear about not including any serious stuff at all. Even their horror show is actually a sitcom. "We were conscious of the stand-up comedy-fatigued viewers and the glut of damp-squibs backed by a laughter track that were passing off in the name of comedy and we chalked out an agenda to air only genuinely hilarious stuff," says Anuj Kapoor, business head of the channel, in town on Friday to promote their show Gunwale Dulhaniya Le Jaayenge that will be telecast from March 16. "Over the next three months, you'll get to see situational comedies with a courtroom background and one in the environs of a hospital. Smriti Irani (Tulsi of Kyunki Saas Bhi Kabhi Bahu Thi) in Maniben.com and Jaspal Bhatti in Yes Jijaji are other shows we are betting on," says Kapoor.

As for the latest offering, it is about gangster family pride at stake in the marriage of a lovelorn couple.

Along with Kapoor were actors of the serial, including Himani Shivpuri, who has a repertoire comprising successful movies like Dilwale Dulhaniya Le Jaayenge and TV serials like Astitva; Sudhir Pandey, who played a father figure in the TV legend Buniyaad and has innumerable films to his credit and Sushmita Mukherjee, who shot to fame as Kitty the bimbett secretary of Karamchand in the eponymous series.

Himani put the onus of deadpan comedies getting a long run on the viewers: "You stop watching them and they'll go off air."

Sushmita, married to actor Raja Bundela and mother of two, reflected on changing times: "We did about 165 episodes of Karamchand in two seasons—negligible compared to thousands of episodes of the present-day series—and it got me more fans and offers than anyone could aspire for now...I remember coming to Lucknow to shoot for the film Yeh Woh Manzil To Nahin and it's great to be back."