GECs
SAB’s Happii-Fi to target multiple genres, gets 3m views online
MUMBAI: SAB Group’s digital initiative Happii-Fi has set the pace to become a front-runner in the original digital content game. With the digital audience in India growing rapidly SAB Group plans to aggressively expand Happii-Fi by coming up with comedy content in multiple genres like talk shows, web series, music, informative shows and more. The channel will also be releasing humorous music videos touching upon youth trends.
The channel went live with four new enticing content pieces with a mix of digital videos starting 23 January 2017 and has achieved a whopping 3 million plus views and over 1 lakh organic subscribers in less than two weeks of the release of the first web episode.
“Many Broadcasters are usually tempted to pump in money to get the targeted views and subscriptions, but we are glad that the content created by our in house team could grab the audience’s attention and organically grow the subscriptions to over one lakh with over three million views in less than two weeks. Since the beginning the objective of Happii-Fi has been not only to entertain but give the youth of the country a mix of content that they have not seen in India before & with this the, new and the future content promises to keep the entertainment quotient up and running high, helping Happii-Fi breakthrough the current digital clutter creating a market for itself in the digital world. We would also like to thank our partner “One Digital” an MCN for optimizing the channel and helping Happii-Fi carve its identity,” said SAB Group group CEO Manav Dhanda.
The channel has started a new trend in the digital content space with its light hearted mix of content which is beyond the obvious web series and web episodes catering to a variety of audiences across demographics. Having come up with concepts like Bro-Court- a take on the life of engineering college students and their issues that are solved by Bro played by the YouTube sensation Bhuvan Bam, Janhit Mein Jaari – a show that talks about global current affairs giving it a humorous touch, Rat Race – an animated series revolving around rat friends working in a call center called rat race teleservices and Peepal Ka Pedh Party – an alternate take on the UP state elections lead played by Bhojpuri superstar Dinesh Lal Yadav whose fate takes an unusual twist when he is selected as the face of the new party ‘Peepal Ka Pedh Party’ floated by a corrupt, out of power minister.
Happii-Fi has more such innovative concepts in the pipeline.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
