Tuesday, September 21, 2010

Vijay TV shifts focus to create a healthy primetime mix

Vijay TV the Tamil general entertainment channel of the STAR Network has carved a niche for itself by providing quality content to the family audience in the state of tamilnadu. Vijay TV had pioneered the fiction space by bringing in leading film celebrities like Kushboo in Marumagal , grand production values in chamba , shot extensively in Rajasthan and innovative storylines in kavyanjali and nee naan aval there by redefining the Fiction game in the Tamil general entertainment space.

Post this the focus shifted towards strengthening the nonfiction shows; kalakapovathu yaaru was the first successful format show down south and bigger shows followed; such as Super singer, Jodi ; From there on there was no looking back as Vijay TV continued its dominace in the Non fiction space and was setting benchmarks for others to follow .

Vijay TV now shifts its focus back to fiction by coming out with innovative storylines to build the prime time viewership.

The first show to be launched was Maharani which captures the life of 2 orphans who were best of friends who turn to be the worst of enemies. The show has been consistently delivering good numbers and has set the ball rolling for the others to follow. Post Maharani Vijay TV saw the launch of Yam irukka Bayam yean, the spiritual thriller that has been captivating audiences. Having stabilized the 7-8pm weekday prime time Vijay TV came up with its 3rd fiction series in Mahan, the journey of saints that have walked the face of the earth. Mahan is a mythological serial that talks about the birth, the calling, the sacrifices, the miracles, and the sainthood life undergone by the saint. The series would briefly cover the lives and miracles of Mahan's like Guru Sri Ragavendrar to begin with and then move on to the others. Mahan @ 6.30pm is the follow up to the successful mythological series saibaba which has a very good run.

The strengthening of the fiction band was completed with the launch Meera and Yen peyar Meenatchi last week in the 8-9pm band thereby by creating a good mix of genres like mythology, super natural thriller and intense family drama. The weekday primetime now consist of 5 fiction shows that occupy the 6.30-9pm block on prime time thus creating a healthy mix of fiction and nonfiction shows. Apart from this Vijay TV is constantly exploring newer time bands in the afternoon and late prime for positing fiction shows. Adiparashakthi the miracles of Goddess Amman captured as a one hour series on Friday's starting from September 24th in the afternoon band.

Vijay has always moved the fiction storylines outside painted and well decored houses to Schools , Villages , Offices , Overseas and thus was born many interesting and unique Stories which no one has ever dared to venture into.

Mr. K. Sriram- General Manager, Vijay TV: "We have done a lot of ground work in understanding the psychographic profiles of women across tamilnadu, conducted focus group studies and have discussed numerable storylines before launching the fiction shows and it is very encouraging to note that the band is gaining momentum and we hope to keep building on the same. Apart from this we also have an array of stories banked and have lined up some of the best film technicians to take the fiction programming forward there by reiterating Vijay TV's brand positioning of quality content for wholesome family entertainment."

Content - afaqs.com

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