MUMBAI: Multi Screen Media?s family entertainment channel Sab TV has strengthened its 8 pm slot by replacing non-performing show ?I Luv My India? with a light hearted family comedy show Bhai, Bhaiya Aur Brother.

To be co-produced by Vipul Amrutlal Shah and Deven Bhojani, the show will premiere on Sab TV from 4 June every Monday-Friday at 8 pm.

Bhai, Bhaiya Aur Brother is a story of three brothers who after staying separately for 15 years decide to reunite and stay together as a joint family with their respective wives and kids. Captured in this show in a light hearted manner is the way their family members adjust with each other.

Sab TV EVP and business head Anooj Kapoor said the show is in sync with the channel?s ?Asli Mazaa Sab Ke Saath Aata Hai? positioning and will strengthen the 8 pm slot which had become the channel?s weak link due to below than expected ratings.

"The show talks about how a joint family can live together successfully, what are the kind of adjustments that one can practically make and still stay together as a family. Not only is this show completely as per our channel strategy but it also gives positive message about family values in a light hearted manner. So the fit with Sab is complete," says Kapoor.

The channel has commissioned 120 episodes of the show and will air it further depending on the performance. "Whenever we commission a show, it is at least for 120 episodes depending on the performance of the show we continue it. Today Tarak Mehta has completed 900 episodes, FIR has completed 800 episodes and Lapataganj has completed 700 episodes," he added.

The show will be promoted through a mix of digital through Facebook page and conventional medium including outdoor and print ads.

"Apart from the use of conventional media, we are doing cartoon strips in 18 dailies which will help generate excitement and buzz about the show. In the digital domain, we are driving the show very hard on Facebook and we are using conventional media, press ads and TV spots," he elaborated.

The cast of Bhai, Bhaiya Aur Brother includes acclaimed actors like Sooraj Thapar, Chirag Vohra, Vrajesh Hirjee, Dimple Shah, Shweta Choudhary, Muskan Mihani and Swati Chitnis in key roles. The show is being directed by acclaimed director Rajan Wagdhare.