"That's why to sustain our audiences and growth, it is important to sustain novelty, he added."
New Delhi, May 29 - Comedy Nights With Kapil blazed a trail for standup comedy shows in the Hindi general entertainment space when it started in June 2013, and now SAB TV, a channel which offers humour galore for its viewers, too is set to cash in on the trend with a novel concept.
We are coming up with a standup comedy show very soon, Anooj Kapoor, executive vice president and business head, SAB TV, told IANS here.
Kapoor remained guarded on the name of the standup comedian whom they have roped in for the show, but he seemed confident that the entertainer will be able to draw attention.
The formal announcement of the show, and further details about it will be shared in a couple of weeks, he said, and added: We intend to launch the show no later than end of June.
The shooting has started. We will talk about it soon - reveal the artistes, the set design and the format. It is the first time that we are doing a standup comedy show. The set is very unique, he said.
Following the success of Comedy Nights With Kapil, shows like Mad In India and Gangs Of Hasseypur took shape.
Kapoor, who was here for the launch of the channel's new show - Badi Dooooor Se Aaye Hai, which is said to be the country's first alien comedy series, said he follows the mantra of innovation with differentiation when he formulates content for SAB TV.
Our philosophy has been that - we play risk. SAB TV as a platform has now become very strongly positioned in the viewers' mind as a channel that offers uniqueness and novelty, because humour can tend to be repetitive and boring beyond a point.
That's why to sustain our audiences and growth, it is important to sustain novelty, he added.
Let's wait and watch what novelty the new standup comedy will have to offer. Meanwhile, viewers are perhaps eagerly awaiting the re-entry of Sunil Grover in Kapil Sharma's Comedy Nights With Kapil.