SAB TV is an Indian general entertainment television channel that is owned by Multi Screen Media Pvt. Ltd. It was launched on April 23, 2000, by Sri Adhikari Brothers as a general entertainment channel. [1] In 2003, it was repositioned as a comedy-centric channel. [2] In March 2005, SAB TV was acquired by Sony Entertainment Television and was transformed into a youth-centric channel. [3] In June 2008, the channel announced that it would return to its roots by being repositioned as a comedy-centric channel once again. [4] SAB is a part of the network of Television channels owned by Mutli Screen Media in India the other channels being Sony, 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 10 pm from Monday- Thursday. These are Main Kab Saas Banoongi at 8pm, Taarak Mehta Ka Ooltah Chashmah at 8.30pm, Jugni Chali Jalandhar at 9pm, Gunwale Dulhania Le Jayenge at 9.30pm and Bhootwala Serial at 10pm . Friday would see fresh weekly fiction concepts in comedy like a Horror comedy, a hospital comedy and a courtroom comedy, along with two of the strongest comedy brands i.e FIR and Yes Boss. Saturdays and Sundays would showcase Hindi comedy movies as well as comedy English movies dubbed in Hindi. 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.
