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SAB is a part of the network of Television channels owned by Multi Screen Media in India the other channels being Sony TV, SET Max, and Sony PIX. SAB has a strong consumer perception as a comedy channel.

Now SAB re-launches itself as a family comedy entertainment channel, offering wholesome entertainment for the entire family. The weekday prime time programming would be driven by a new concept in Indian Television Programming, that is, the daily family comedy. Four daily comedies have already been launched between 8 to 11 pm from Monday to Thursday. These are Maniben.com at 8pm, Taarak Mehta Ka Ooltah Chashmah at 8:30pm, Sajan Re Jhoot Mat Bolo at 9pm, Jugni Chali Jalandhar at 9:30pm, Lapataganj at 10pm,and F.I.R (Mon-Tue) , Yeh Chanda Kanoon Hai (Wed-Thu) at 10:30pm. Saturdays and Sundays would showcase Hindi classic movies. The Television viewing audience would now realize that it is better to spend the prime time laughing with the entire family than crying alone, and hence we say "Asli Mazaa SAB Ke Saath Aata Hai".

The Channel lives on the motto "FUN ON OTHERS LIVES", like teasing the Haryanvi accent of an inspector in FIR, teasing the UP accent in "Lapataganj", absurdly making fun on cost of an IYER in tarak mehta.

• About SAB

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Owned by Multi Screen Media Pvt. Ltd., SAB stands as a distinctly positioned channel in the crowded GEC space. It is India’s only family comedy entertainment channel with a core brand promise of ‘Asli Mazaa SAB ke Saath Aata Hai’. The shows are light-hearted and make for an enjoyable “family-viewing” experience. Since the repositioning and re-clothing of the channel, SAB has seen exponential growth.
The first mover advantage in the Comedy genre has seen SAB post a 200% growth in viewership and over 100% growth in advertisers. It is now the No. 6, in GEC space. SAB has outpaced channels like Star One, Sahara One and 9x, whilst also leaving behind others like Real and Star Utsav.
The programming mix of SAB includes some of Indian television’s most popular stars - Smriti Irani - as Maniben.com at 8.00 pm, followed by India’s no.1 comedy show Tarak Mehta ka Oltah Chashma at 8.30 pm. At 9.00pm is Sajan Re Jhooth Mat Bolo which features Tiku Talsania & Summet Raghvan. 9.30 pm it has a show with a Punjabi flavor called Jugni Challi Jalandhar.At 10 pm it has 'Lapataganj'followed by the 10.30 pm slot which features popular television actors like Kavita Kaushik and Ali Asgar, Tiku Talsaniya and Juhi Parmar are seen in ‘FIR’ and‘Yeh Chanda Kanoon Hai’.
It is SAB’s endeavor to create content that showcases India’s rich family heritage and reflects it with a light hearted panache for the entire family. This unique niche has received tremendous encouragement from viewers and fans and today SAB is a force to reckon with in the GEC space.