Wednesday, February 9, 2011

Vijay TV arms itself with new marketing plans & shows

Vijay TV, the Tamil GEC from Star Network’s stable, is on a roll with new initiatives in terms of marketing plans and new shows in store for its viewers. R Balachandran, Senior Vice President, Vijay Television Pvt Ltd, shares the channel’s future plans and more with exchange4media. Talking about the focus areas for Vijay TV in the next few months, Balachandran said, “Vijay TV would focus on the prime time band with specific focus on fiction in the next few months. With the Cricket World Cup and the Indian Premier League (IPL) round the corner, afternoons are a good time band to focus on as well.”

He added, “We have our successful fiction, ‘Kanaa Kaanum Kaalangal’, launching in its new avatar, which is the story about college life. We are also launching a new fiction series based out of Chettinad. The fiction brings out the culture of this traditional land in a beautifully woven story. On the non-fiction front, ‘Home Sweet Home’ would see middle class families perform interesting tasks to win a house for themselves.” On the trends shaping up in this genre, he said, “The fiction in this market has always remained conservative and regressive. The game changer is the position that we would want to assume, and the ideas that we have churned out for the coming months would definitely be the first step towards that direction.”

The channel is also on a high after winning accolades at the recently held awards by the Vikatan Group. “It warms our hearts as these awards remind us that perception of the channel and the receptiveness of good programming still exists beyond the realm of TRPs,” said Balachandran. The company has drawn extensive on-ground and interactive plans aimed at helping them understand their consumers and non-consumers better. K.Sriram, General Manager, said, "These are really exciting times for the channel as we step into our next fiscal. Vijay TV has always been a trendsetter and we would continue this trait of ours Into the next year as well. We are equally excited about our big ticket events Vijay Awards and Vijay Music Awards which are going to come up in the next few months."

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