Comedy Central

India’s already seen 62 derivatives of saas-bahu,and they’ve had enough of it,Sab’s business head,Anooj Kapoor on why comedy is such a serious business

Women are bubble-heads; they are hooked to soaps,” as a business head for Sab,Anooj Kapoor,had to burst this big bubble of dramarama frothing on prime time. A year back,it was a challenge,a year later,Anooj’s sitting back and having a good laugh. From 24,the channel’s rocketed to a 67 GRP,and seen a 150 per cent growth. Come August,Sab will open with four comedy shows,- Yeh Chanda Kanoon Hai,FIR,Sonu-Sweety and Thank You Jijaji. “And we are pitching our channel as ‘world’s first and only channel to air daily family comedies’ in the Guinness Records. You can quote me on that,” says the man who maps the channel’s growth from confused under Adhikari Brothers to making way for Sony as its new owners. “When it comes to defining content,we’ve certainly come a long way,” tells Anooj,starting with the bubble-burst. “Over the years,people have cried and cried. They’ve already seen 62 derivatives of saas-bahu! And the regressive depiction of women and join family structure in India,the negativity was pathetic. Reality shows are not for everyone,and people were looking for light-hearted family entertainment,” that’s when Sab,after toying with all genres – general entertainment,soaps,youth-based,action,thrill – realized their strength – comedy. “We stuck to a light programming format,and already had the male target group. Now came the next challenge,getting the female target audience.” Here’s where the channel applied a bit of science – if you put it on mute,its programming looks like a soap. “So,like saas-bahu,our shows have female protagonists,a joint family system,and drama,but in a lighter vein and positive theme. We don’t have a single vamp,or toilet humour in our serials,” Anooj adds how the recent increase in comedy films too has worked in their favour. “People appreciate comedy more now,and we stand out,” he carries on laughing!