NEW DELHI: Sab TV spends around an average of seven per cent of its revenue on marketing its programmes, ranging across all channels and other media.

Sab TV EVP and business head Anooj Kapoor told indiantelevision.com that the amount may vary between five to ten per cent.

He also said it was erroneous to say that Sab TV was advertising its promos only on Sony channels as efforts were made to reach out to other channels like the news channels as well.

He said there had been a 600 per cent growth since it was taken over by Sony. This was despite the fact that this was the only television channel in the world which had only comedy series at prime time.

Kapoor was speaking on the sidelines of press meet to announce the launch of the second series of the popular series ?Lapataganj? which had ended in January this year but had been brought back on popular demand. Several of the actors were also present.

He said the Indian advertiser was not tailored for rural audiences, but ?Lapataganj? had managed to gain good commercial support despite being based in a village in an era when almost all the series were urban and based in high middle class or high society.

Asked why there was little advertising for the old classic films that the channel showed at weekends, he said this would take away the attention from the channel being comedy-centric.

Referring to the revived series, he said ?Lapataganj? had moved on six years in the new series, and therefore now had electricity, water, mobile phones and even cable television.

However, the frustration of the average Indian about electricity and water being there with cuts, mobiles that take away the attention from the immediate family etc. would continue to be reflected. In other words, he said the revived series was also satirical in its style.

The new series also has some new characters, but this also brings new problems for the villagers. The show will continue to trace the journey of the common man who struggles for basic amenities yet lives a fulfilled life. The show, based against the backdrop of rural India, is directed by Ashwini Dhir and produced by Garima Productions and will go on air starting 10 June at 10.00 pm.

Continuing with the premise of ?Aam Insaano Ki Zindagi Se Judi Khass samasyaaen?, Lapataganj Ek Baar Phir brings back the everyday struggles of the common man.

Lapataganj Ek Baar Phir captures the essence of rural India through the beloved couple Indumati (Sucheta Khanna) and Mukundi (Rohitashv Gaur), with popular characters such as Kachua Chacha (Vineet Kumar), Chukundi (Sanjay Chaudhury), Eiji and Biji Pandey (Abbas Khan), Surili (Aditi Telang), Mishri Mausi (Shubhangi Gokhale), Chotu Mama (Anoop Upadhyay), Elizabeth Yadav (Krishna Bhatt) and Lallanji (Rakesh Srivastav).

MUMBAI: Multi Screen Media?s family entertainment channel Sab is getting back its fiction daily ?Lapataganj? with a second season.

Produced by Garima Productions, the show returns with Sucheta Khanna (Indumati) and Rohitashv Gaur (Mukundi) in lead roles in this season as well.

Though the promos of the show are on-air, the launch date is yet to be announced. The earlier season of the social satire ran for more than 800 episodes and was well received by the audiences, encouraging the channel to launch its new season.While most of the characters from the previous season will continue to feature in the serial, the audiences will also be introduced to some new ones this season.

Sab executive vice president and business head Anooj Kapoor said, ?Lapataganj has etched fond memories in the hearts of our viewers. Based on requests that we received through multiple platforms like Facebook and fan mails we finally decided to bring back the second season. I am confident that the new season will surpass our expectations and entertain audiences across Hindi speaking markets. The story line will be definitely will be more innovative and better than the previous one."

A delighted Khanna said, ?I am very happy to be a part of Lapataganj Season 2. My character as Indumati was well appreciated by the audiences and I promise to continue entertaining them with my antics."

MUMBAI: Multi Screen Media?s family entertainment channel Sab TV has strengthened its 8 pm slot by replacing non-performing show ?I Luv My India? with a light hearted family comedy show Bhai, Bhaiya Aur Brother.

To be co-produced by Vipul Amrutlal Shah and Deven Bhojani, the show will premiere on Sab TV from 4 June every Monday-Friday at 8 pm.

Bhai, Bhaiya Aur Brother is a story of three brothers who after staying separately for 15 years decide to reunite and stay together as a joint family with their respective wives and kids. Captured in this show in a light hearted manner is the way their family members adjust with each other.

Sab TV EVP and business head Anooj Kapoor said the show is in sync with the channel?s ?Asli Mazaa Sab Ke Saath Aata Hai? positioning and will strengthen the 8 pm slot which had become the channel?s weak link due to below than expected ratings.

"The show talks about how a joint family can live together successfully, what are the kind of adjustments that one can practically make and still stay together as a family. Not only is this show completely as per our channel strategy but it also gives positive message about family values in a light hearted manner. So the fit with Sab is complete," says Kapoor.

The channel has commissioned 120 episodes of the show and will air it further depending on the performance. "Whenever we commission a show, it is at least for 120 episodes depending on the performance of the show we continue it. Today Tarak Mehta has completed 900 episodes, FIR has completed 800 episodes and Lapataganj has completed 700 episodes," he added.

The show will be promoted through a mix of digital through Facebook page and conventional medium including outdoor and print ads.

"Apart from the use of conventional media, we are doing cartoon strips in 18 dailies which will help generate excitement and buzz about the show. In the digital domain, we are driving the show very hard on Facebook and we are using conventional media, press ads and TV spots," he elaborated.

The cast of Bhai, Bhaiya Aur Brother includes acclaimed actors like Sooraj Thapar, Chirag Vohra, Vrajesh Hirjee, Dimple Shah, Shweta Choudhary, Muskan Mihani and Swati Chitnis in key roles. The show is being directed by acclaimed director Rajan Wagdhare.