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: Sab TV is launching a weekend reality show titled ?Waah Waah Kyaa Baat Hai!? Starting 15 September, the hour-long show will air every Saturday at 10 pm.

Says Sab TV EVP and business head Anooj Kapoor said, "The new trend on the channel is that it?s not just your weekdays but also your weekends that will be full of humour and laughter. Hasya-kavita is Sab TV?s new approach to comedy and its uniqueness will definitely appeal to the audience. Like all Sab TV shows, this too is a light-hearted presentation for the entire family to enjoy and its packaging is contemporary, massy and entertaining."
 
?Waah Waah Kyaa Baat Hai!? will cater to the Hasya-Kavita (comic poetry) genre. It is a poetry based show where this art form is used for humour.

Noted poets will participate in the show and share some of their work on the common platform that revives the flavour of comedy through poetry. Each new episode will have a new group of poets accompanied by their families, playing with words to their hearts? content.

The topics chosen for each episode will be relatable with ample scope for comedy, the channel said. Sab TV will also invite a common man to narrate something that they have written.

The show will be hosted by Shailesh Lodha and Neha Mehta.