Star India will unveil the new look Vijay TV from October 1. According to industry sources, the distribution, programming and marketing of Vijay TV will be based in Chennai and Ajay Vidyasagar has been designated as the chief operating officer of Vijay TV. The channel will continue to be free to air.
The channel is expected to have a complete revamp, beginning with a new Star-like logo, with a host of software houses scheduled to produce programmes. NDTV will host half-hour daily news special along with programmes to be produced by Balaji Telefilms.
While the advertising rates on the new-look Vijay TV is still not know, industry sources have indicated that Star has been attracting a host of advertisers.
Star is putting together an ad campaign for the launch. Media buying is being handled by Ogilvy & Mather, Chennai.
This will mark the beginning of Star India’s foray into the satellite television market in the south. The market for Tamil channels in the South consists of Sun TV, Jaya TV and Vijay TV. Tamil Nadu alone accounts for 15 per cent of the total television advertising in India.