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Sri Adhikari Brothers to launch comedy shows exclusively for digital

Sri Adhikari Brothers Group (SAB Group), an Indian production house and broadcaster, has partnered with handset manufacturers, telecom firms and online video aggregators to launch its new comedy programs in July under Happii-Fi brand. The Mumbai-based company said in a press release that it has partnered with handset manufacturer Micromax, online video aggregators such as YouTube, FunOnGo, Hungama, Daily Motion and nexGTv, and Facebook among others to release its new shows. At least seven shows will be launched initially, as per the company’s statement. Content created under Happi-Fi will be geared for more mass appeal and will not focus on irreverent or political styles of comedy (in short, nothing like All India Bakchod), Manav Dhanda, CEO of the SAB Group, told MediaNama in an earlier conversation. Comedy is a big focus for SAB Group. In May 2016, Business Standard reported that the company plans to spend Rs 400-500 crore on making new comedy shows, especially for the digital medium. "We want to create a comedy first eco-system across TV, on-ground and of course digital. The comedy piece will be presented under the 'Happii' umbrella, launching with the Happii-Fi digital content in the coming weeks. It will, then, be followed by the television called Happii and on-ground events and activations under the Happii-G banner,” Dhanda told the newspaper. Will be making original content The content created by SAB Group for digital will be separate from the content for its television channels. It will not be using its archival content in its digital properties…

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