Star has embarked on a major re-structuring process to revamp Vijay TV, a Tamil regional channel in which Star had recently acquired majority control. As part of the restructuring, Star is “downsizing” the staff strength of Vijay TV and has terminated the services of 18 Vijay TV employees and transferred another 18 to Star’s sales team.
According to Vijay TV sources, the channel has revamped its existing programming after extensive market research and analysis. Samir Nair, executive vice-president (programming and marketing), Star India, along with Ajay Vidyasagar, general manager Vijay TV, are holding talks with producers in Chennai to finalise the nature of programming to take on the competition.
Star acquired 51 per cent stake in Vijay TV with UTV holding the remaining 49 per cent. Star will also be responsible for content, distribution, marketing and ad sales of Vijay TV and UTV would uplink the channel through its wholly owned subsidiary, Vijay TV Broadcasting.
Vijay TV is yet to reach break-even and commands around 12 per cent of the total estimated Rs 200 crore regional channel market.