Raj Television Network, which runs Tamil satellite channels Raj TV and Raj Digital Plus, and Telugu channel Vissa TV, has invited five agencies to pitch for its creative duties. The incumbent agency is David. A pitch for its Rs 4 crore media account is expected in April or May this year.
The five agencies that have been invited represent an interesting mix, and include incumbent David, RK Swamy BBDO, Rubecon, Fifth Estate, and be positive 24. Their presentations are expected to take place in the third week of March. David has been handling the account for more than a year now.
Elaborating on the reasons for inviting these five agencies for the pitch, Shankar B, VP-Marketing and Sales, Raj TV, said, "David has done an excellent job for the last one year. At this point, they know our business better than anyone else. Needless to say, RK Swamy has a deep appreciation of the market and the media, and Rubecon and Fifth Estate have proved over time that for an understanding of the Tamil Nadu market, they are second to none. be positive 24 is a young team brimming with ideas and energy, and we expect them to gauge the youth pulse perfectly. The youth form a significant portion of our audience."
David was instrumental in the identity shift of the three channels during the year, and has partnered the channel through several on-ground events and initiatives.
"After we freeze on the creative agency, we will look at a media pitch. At present, a large part of it is being handled in-house. We have engaged agencies for specific assignments in the past, and will now look to have an agency on board full time. With more on ground events and major initiatives coming up, we think consolidation with a domain expert will help," explained Shankar.
A part of the brief is for the agencies to evaluate the channel's present positioning and suggest ways to build on it. Several new initiatives are being planned for 2006, and the channel plans to engage the agency proactively in taking these forward.
RMG David Chennai to handle Raj TV's creative duties