MUMBAI: Broadcasters are ringing in this new year with a host of new shows for viewers. After channels like Star Plus, Life OK, Zee TV et al are prepping to launch new shows this month, now Sab TV is all set to launch a romantic comedy titled Woh Teri Bhabhi Hai Pagle produced by Vipul Shah’s Optimystix Entertainment. The show will launch on 18 January and be aired at 10:30 pm from Monday to Friday.
It will replace Swastik Productions’ Yam Hai Hum, which is going off air from 15 January. Yam Hai Hum was launched on 15 December, 2014 and will complete the journey of 283 episodes on Sab TV.
Woh Teri Bhabhi Hai Pagle will have a hilarious love triangle set amidst a hospital and will present a fresh concept of a love clash between two men, Nathu Nakabandi (Ali Asgar) and Dr. Ranbir (Ather Habib) for the pretty Dr. Diya (Krishna Gokani).
A source close to the development informs Indiantelevision.com, “The approximate per episode expenditure of the show is approximately Rs 6 – 7 lakh.”
Commenting on the launch of the show, Sab TV senior executive vice president & business head Anooj Kapoor said, “The idea was just to come up with a romantic comedy and the title and concept of the show itself is very clear. We have done several shows together with Optimystix and Woh Teri Bhabhi Hai Pagle is another show in that direction. Sab TV and Optimystix have had a very fruitful relationship for several years and we are hoping to deliver another successful show together.”
Talking about the infinite nature of the show, Kapoor informed, “It’s very difficult to comment when the show does well; the audience continues to enjoy the show. Currently we have shot four – five episodes for the show but our initial contract with the production house is for 130 episodes. So let’s see where it goes.”
Sab TV will be going all out to aggressively promote Woh Teri Bhabhi Hai Pagle across 360 degree marketing mediums including TV, print, radio, digital and outdoor.
In addition to a series of seven rib-tickling promos, Sab TV has produced a music video sung by Kumar Sanu, which is being played out on leading music channels.
On digital, the channel has developed a unique engagement game through a microsite, which features rivalry between Dr Ranbir and Nathu over Dr Diya. Fans can help Dr Ranbir win Dr Diya, by tweeting #Tweet4Rabir or Nathu by tweeting #Tweet4Nathu.
Optimystix Entertainment India CCO & MD Vipul D Shah said, “We were thinking of coming up with a show based on a romantic youth comedy and we’ve not dabbled in this genre since a long time, so we decided to bring in the concept of a love triangle. I think Woh Teri Bhabhi Hai Pagle is a classic format when two men love one woman.”
Some of the shows by Optimystix, which have previously aired on Sab TV include Sajan Re Jhooth Mat Bolo, Pappad Pol, Baalveer and Sab Ke Anokhe Awards.
“Comedy is an interesting genre. I think humour always grabs eyeballs. At a time when so many dramas and saas-bahu soaps are running, there is a large audience, which needs comedy shows. And that’s what they come to Sab TV for. Comedy has always been my preferred genre,” said Shah.
