Last few months have seen fervent activity in the second largest language television market, estimated around 200 crores. Vijay has launched a new reality show, Kadhai Alla Nijam to capture noon time viewership and has bought telecast rights of new film Yenge Entha Kavithai, still running in theatres. Jaya TV has picked up steam in recent weeks especially in non metro markets and has announced hi-profile 'alternative shows' and have signed deal with Film Producers Council of Chennai to air exclusive 'new film' programming. Where does this take the market from here? More importantly, how has the audience reacted to launches by Jaya and Vijay TV in last 6 months?

Looking the six-month trend (refer Chart 1), its clear that Sun is pretty much shining. In a key audience group, Female, 25-44 Yrs, SEC ABC in Chennai, Sun TV has actually gained channel share from a low of about 35% early in the year to 52-53% in middle of July. But interestingly much of the gains made by Sun TV have come from the loss of popularity of its own Film channel - KTV. KTV, which made a whopping start at the begening of the year and showed some exclusive new movies, has now lost much of its viewership (channel share - 12% in July). But it still is the number 2 channel in the market.

Chart 1: Channel Share Trend in Chennai (Week 01- 28, 2002)
Source:- TAM
TG:- Female( 25- 44 Yrs.), SEC- ABC, Time band- 1900- 2300hrs.

While Sun continues its dominance in Chennai, what is happening in non-metro markets (rest of Tamil Nadu) is certainly worth a look. In last 4 weeks of analysis, (Week 25 to Week 28) the share of Sun TV has dropped from 51% to below 40%. That's a steep 20% loss in a month!

Chart 2: Channel Share Trend in TN rest (Week 01- 28, 2002)

Source:- TAM TG:- Female( 25- 44 Yrs.), SEC- ABC, Time band- 1900- 2300hrs.

One strong gainer is Jaya TV. Channel Share climbed from a low 2.7% to 5.4% in 4 weeks (Refer Chart 3). The gains have been powered by new programming initiative that Jaya TV has been working on for some time. Anny, a new serial at the crucial 9:30 pm time band is getting good TVRs. Telecast of Playwin Super Lotto, though for a very short duration, is also getting unique viewers.

Chart 3:

Channel Share (%) Movements
	wk 25	wk 26	wk 27	wk 28	28 week Avg.
Jaya TV	2.7	3.3	4.6	5.4	4.0
KTV	10.7	9.8	12.3	10.3	15.4
Raj TV	2.2	2.2	2.1	2.7	3.0
Sun TV	51.3	48.4	44.6	39.9	45.3
Vijay TV	9.9	9.3	5.1	6.7	7.2

Source: TAM
TG:- Female( 25- 44 Yrs.), SEC- ABC, Time band- 1900- 2300hrs.

Losses in non-metro markets not withstanding, the hegemony of Sun is nearly complete when we look at the popular programming choices. While top serials on Sun TV have TVRs in the region of 15-20% (female - Age: 25- 44 yrs, SEC- ABC, Time- 1900- 2300), the most popular serials on any of the other channels are pegged at about one tenth of that number. Refer chart 4:

Chart 3:

Top Serials: Sun is far ahead
	Programme	TVRs (%)
Sun TV	ANNAMALAI	21.6
	ALAIGAL	19.6
	METTY OLI	18.0
Jaya TV	AGNI PRAVESAM	2.0
	THAALI	2.0
	ANNY	1.8
Raj TV	AARTHI	1.9
	AMMA VANTHAAL	1.6
Vijay TV	KAVYANJALI	5.8
	NADHI ENGE POGIRATHU	1.7
	AGNI SAATCHI	1.6

Top Serials calculate on latest 8 week average
Source:- TAM
TG:- Female( 25- 44 Yrs.), SEC- ABC, Time band- 1900- 2300hrs.

So even as Vijay and Jaya up the ante, they know they are in for a tough fight. Result of with will be available first on exchange4media.