SABe TV, the Hindi entertainment channel promoted by the Adhikari brothers, which had announced a new programming schedule earlier in the month, will introduce the new roster on 3 September.

The new programming (click here for earlier report) is centred around three shows - Office Office and new shows Dial 100 and Paisa Vasool, part of a rejigg that the channel carries through every quarter, Markand Adhikari, vice-chairman and managing director Sri Adhikari Brothers Televison Network Ltd, says.

SABe TV, which lays claim to the the number four spot in the Hindi channel stakes after Star Plus, Zee TV and Sony Entertainment Television, is steadily closing the gap on the the Big Three, Adhikari says.

The new programming is set to kick off on 3 September and is marked as a weekdays line-up. Divided into two bands - an afternoon and a prime time band - the first (12:30 pm to 3 pm) is targetted at housewives while the prime time band (6:30 pm to 10 pm) is for the whole family.

    
The launch of the new shows will be also see a major promotional push, Adhikari said. Towards this end, 50 commuter trains have been booked in Mumbai, and over 500 kiosks in Delhi.